How to Include Your Customer Support Team in Your Marketing Strategy - Insurance Finances

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Organizational vaults tend to be one of the biggest problems stopping businesses large and small renew .

That's pretty understandable: it's hard to innovate your business or your marketing when the exchange of information between different departments is rare.

It's especially sad when your customer support team is isolated because that team likely has important insights to share with the rest of the company.

After all, your customer team is at the forefront of customer interactions. They see and talk to your target audience on a daily basis.

Communication is crucial to a successful marketing strategy, however, the majority of businesses (about 80% of those surveyed ) say they don't have an effective process for exchanging information between groups.

If you really want to create a customer-centric marketing strategy, start by including your customer support team in it.

1. Get input from your customer support team about your buyer persona

Obviously, your customer support team talks to your customers on a daily basis. They probably know your target audience best!

With their help, you can make more informed decisions when creating your buyer persona yours .

UXPressia offers a free personality building tool that includes a collaboration feature, allowing different teams to work together. Collaboration is real-time and several people can work on the same personality simultaneously.

Additionally, you may want to engage your clients in more activities to help create more detailed characters:

• Survey your customers : This is an easy and free way to create surveys and collect answers
  


• Access to fundamental analysis reports : Most customer support teams have absolutely no idea how much traffic the site is getting and where it's coming from. However, having that information can help your team better understand your customers and thus relate to their struggles and needs. Tools like Whatagraph allows you to compile an easy-to-understand visual analysis report and email it to your various teams:
  

Whatagraph makes web analytics reports intuitive and easy to understand. You should set up weekly reports sent to your team so that they know the basic demographics of your website visitors and how they interact with your pages.

2. Make your customer support team part of your content creation process

A customer-centric content strategy should include diverse types of content that target customers' interests and answer their questions.

Types of customer-facing content include:

These need to match your buyer persona.

Your customer support team should contribute their insight into each stage of customer-centric content production:

• Brainstorm : Encourage your customer support team to document all inquiries they receive via email, phone, or on social media. These questions can be turned into great content ideas!
  


• Creation: Ask your customer support team to supplement existing content ideas you're planning to develop with additional questions, visualization ideas that might help, etc.
  


• Edited version : Reach out to your customers for support team feedback on prewritten articles and ask if they feel the information will adequately answer your customers' questions
  

Going forward, you may want to turn multiple individual content assets into o a lead generation project, like a course or a wiki. This is a great collection of themes, plugins and tools to create a knowledge base, wiki or FAQ section .

3. Include your customer support team in your social media marketing

These days majority Your customers are very likely to choose social media to publicly ask for help or ask for help understanding your website. Actually, provide customer support through social media There are many benefits:

• Increase brand loyalty : Responding to complaints quickly increases customer advocacy by 25% (while not responding reduces customer advocacy by 50%)
  


• Save some money : Solving an issue on social has been found 83% cheaper than doing it through interaction with the call center. ( The source)
  


• Higher ROI : When a customer receives a response from a brand on Twitter, they are willing to spend 20+% on a product in the future. ( The source)
  

When trying to use social media as a customer support channel, businesses are always faced with a problem: How to get a customer support team on social media that they don't have to. spend hours trying to find actual customer support questions.

Agorapulse is a powerful platform that solves that problem by turning your social listening into a task management dashboard. With it, your social media marketing team can do the job of boosting brand awareness while assigning social media mentions like customer support questions to the customer support team. yours:

Getting your customer support team on Not a bad idea either. monitor your competitors so that they know how they handle interactions with public customers.

Bonus: Track your team's progress.

Finally, you're pretty sure your customer support team is both busy and productive, but how busy and efficient are they?

Email Analytics is an easy way to analyze your team's performance. It connects to your Gmail or G Suite account to take some data and turn it into a chart. Display tool:

• What days of the week are the busiest in terms of emails received and answered?
  


• Which days tend to be the slowest (these are the days when you might want to include your team in your marketing efforts by asking them for input on content planning).
  

This tool will also help you identify less effective team members and how quickly your team tends to respond to your customers.

Use Email Analytics to identify which team members might be good candidates to be included in your marketing strategy.

Inference

In fact, your customer Support team can be your company's greatest asset: After all, they talk to your existing buyers on a daily basis, amassing invaluable knowledge about what matters. What causes anxiety and triggers them.

I love the way Kristen LaFrance put it when discuss holiday marketing commercial strategies :

48% of 2018 BFCM Sales came from existing customers, not new customers. Don't risk a good chunk of this sales by focusing too much on the "industry" and turning a blind eye to your own customer base.

Trust your own customers, trust your customer knowledge …

In our age of deep data access and easy access to industry trends and competitive intelligence, it's all too easy to forget that what matters most are your actual customers and your knowledge. Your company's unique perception of them.

And who could have more customer knowledge than your customer support team?

Unfortunately they are often disconnected from the rest of the company.

Use the ideas and tools above to incorporate them into your marketing strategy and you may find them more effective and motivating!

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