Customer support is the new marketing

Silvia Planella/ January 20, 2014/ blog

Social media platforms are here to stay and all businesses especially on-line retailers need to have a support structure in place to deal with customer queries. Customer loyalty and customer support are more important than ever due to the digital age.

A dissatisfied client can easily log into facebook or twitter and relay their experience and you need to protect your brand, company image and reputation.

A satisfied client who shares their experience on social media platforms is more credible than any ad or marketing effort.

Happy customer can be achieved in one or more of the following purchase steps:

Purchase Steps and customer Care requirements

Customers Pre –Sale Market Research: Due to the internet, people research their options prior to purchasing by checking review sites, analysing the pros and cons for each competing brand and suppliers. If your company has 24 by 7 information line, live chat function and / or e-mail support service in place, it results in a great first impression and makes their decision making easier.  Marketing departments should encourage clients to share their experiences with friends and family.

Purchase Experience: Sales lines and sales team are key element during the purchase. The marketing team should support the buying process by providing material and up to date information to the sales team. Sales can be supported through sales phone line, live chat and face to face.

Functionality of the product: Customer empathy is very important, they may have purchased a product that needs technical support and it can be frustrating if the user guide and support material are not easy to understand.

Online or Agent level technical support will improve your customer’s perception and satisfaction. The best option is to provide a telephone technical support line, live chat option or a video chat support service. Customers searching for support in relation to functionality of the product want to have a real time interaction to solve their enquiry now and on the spot.

After sales service: This is the most crucial element as if defines you as a company.  The After Sales customer care team usually deals with enquiries that were not asked by the purchaser during the previous purchase steps.

They mainly answer questions related to how do I get started, warranty issues, guarantee and account issues.

They also have the opportunity to up-sell products and services. Customers expect to be able to contact you’re after sales customer care from all channels: e-mail, live chat, phone, social media, text…

They will choose the most appropriate channel for them. Check our post:  “The effort Analysis Across Channel” to understand customer’s motivations while selecting a contact channel to interact with your company.

Contact us for more information about How can we help you to increase customer satisfaction through the sales process.

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