Do you want to improve your marketing strategy, but you feel like you have exhausted all options? While it might not seem completely obvious to some, marketing and customer care go hand-in-hand. In fact, when you improve your customer care, you improve your marketing as well.
Just consider that today’s customers are dialing toll free numbers as comfortably as they are using live chat options on the Web, and sometimes texting with brands. What’s more, they are constantly browsing through online review sites such as Yelp and Google Reviews as well as and sharing their experiences with brands via social media platforms like Twitter and Facebook.
According to research from Moz, online reviews impact 67.7 percent of respondents’ purchasing decisions. What’s more, more than half of the respondents (54.7 percent) admitted that online reviews are an important part of their decision-making process.
Additional research from Invesp found that 81 percent of respondents admitted that recommendations and posts from family and friends directly impacted their buying decisions.
So what does this mean for companies?
With buyers first turning to online forums and review sites to research brands, it’s important that they aren’t bombarded with poor customer service reviews. After all, several bad reviews can leave a horrible first impression on customers and force them into your competitors’ hands.
In order to decrease the number of poor online reviews and increase the number of great reviews, companies must deliver superior customer care—which marketing can’t do without the help of its customer care department.
As we’ve demonstrated above, customer care and marketing inevitably intersect. If you’re struggling to improve your marketing strategy, take a look at some of the online reviews of your business. If they don’t paint your business in the greatest light, then consider teaming up with your customer care department to find ways to improve customer sentiment.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.