Four Ways to Use Customer Service as a Marketing Strategy

Providing ultimate satisfaction to your customers is one of the very best ways to sell your business: just look at big brands such as Amazon who use their incredible customer-centric service as a calling card that other businesses are now modelling themselves on.

Marketing and customer service go hand in hand, so it’s important to focus on ensuring that both arms of your outreach are exceptional. Why spend time, effort and money on increasing your brand awareness and lead generation marketing only to not retain those customers by offering a poor customer service experience?

It’s important that when you win new customers, your client service team can wow them with the products and services you offer. But the relationship between customer service and marketing shouldn’t end there. Great businesses continue to market to their customers at every stage of their journey, and even beyond the purchasing process. If you aren’t selling to your clients in this way, then you are missing a tremendous opportunity.

But achieving high levels of customer satisfaction isn’t always easy, particularly if you don’t have a huge Amazon-style customer service team behind you. So how can you use your existing customer service strategy as a marketing tool? And what are the benefits of choosing to do so?

Here are four strategies to help you harness the power of customer service and use it as a marketing strategy:

  1. Make Use of Social Media

Social media has revolutionised the way that brands of all sizes can engage with their customers and has blurred the line between marketing and customer service. Customer service and marketing teams should share the responsibility for engaging with customers and potential customers on social media, but for many businesses, it’s the marketing team responding to enquiries and complaints on social media. When your marketing team is involved in providing social media support, alongside experienced customer service team members who know how to engage and respond to your client base, your customers will receive the best possible engagement, and this experience will encourage them to come back again and again. Collaboration is critical here.

  1. Benefit from Online Reviews

User generated content (UGC) is one of the best forms of marketing, and one of the best ways of creating it is through positive online reviews. Great reviews are often generated because of excellent customer service and are one of the easiest and most obvious cross overs between the customer service and marketing teams.

  1. Handle Complaints with Ease

As your business grows and changes, so will the number of complaints you’re likely to need to handle: some customers will like the changes you make to your business and some simply won’t. How your client service team deals with this can result in good and bad PR for your business, so it’s important that you handle this well. By approaching this area of customer service engagement with a marketing head, you can turn even the most negative feedback into a marketing opportunity.

  1. Listen, Listen, Listen

Growing your business is hard work, and while this is exhilarating, it can also be very draining. When you’re busy building a business, it’s easy to become so focused on growth and dealing with any issues (and problem customers) that the clients who aren’t causing any issues get left behind.

However, it’s important to remember that these happy customers are the ones that you should focus on to help you progress your growth. Ask your satisfied customers questions and listen, listen, listen. Their feedback is essential to help you work out what you’re doing that’s working and what areas of your business are ripe for change. A good customer service team will be able to feed back this valuable information to your marketing team to help with future campaigns and progress your business growth. 

One of the best ways to boost sales and improve customer satisfaction is to get your customer service and marketing teams to work together, and then wait for the results to role in!

Need any advice on how you can use your customer service strategy to boost your business? Our own excellent customer service team are only a tweet, call or email away 🙂