This article originally appeared on Forbes.com and is republished here with permission.
Imagine relaxing with your favorite Netflix show after a long day when, suddenly, your internet connection goes down. Instead of your show, you see a spinning wheel and a black screen. You reach for your cellphone and ask Google about your connection loss. Google recommends your provider’s help page—and on this page, you are greeted with a site that is not optimized for mobile and content that does not answer your question. Frustrated, you look for a customer service number to dial instead.
This scenario, and many others like it, offers tremendous opportunity for improvement. Creating a simple and positive customer service experience promotes a happier, more loyal customer—and using digital marketing tools can help.
Creating a simple and positive customer service experience promotes a happier, more loyal customer—and using digital marketing tools can help
At Clearlink, we’ve married what we’ve learned from our years as digital marketers with our customer support services to create intelligent customer experiences. Here are our three key digital marketing strategies that can help you create excellent customer service experiences for your users as well.
1. Create Content for Your Customer’s Point of View
Many years ago, people searched for information in an encyclopedia using concise words and definitive topics. Now, people search online using complex questions such as “how do I connect my DVR to my remote” instead of simple phrases like “DVR setup.”
Your content has to speak the same language as your customers—they are human, and they want a human response to their inquiries. Creating content that is too technical can frustrate visitors. Simplify and humanize your content to generate a more straightforward, positive customer experience.
Find out the most common questions that your customers are asking and ensure the answers are easily found. Don’t make assumptions about your customers here—dig into some real data. Implement a chat window and proactively ask visitors what their question is, and talk to your customer service reps to see what people are calling in about most.
Use this data to train your current and future support reps and put that information front and center for your customers. Having this information readily available can ease some of the frustration already felt by a user seeking customer support.
2. Let the Customer Choose How They Interact with the Content
Every customer is different: some are visual, while some are verbal. Some are using mobile search on the go, looking for information fast; some are at home on their laptop, looking for in depth explanations.
Having options available for the customer allows them to decide how they want to fulfill their needs and own their experience. Having an article, FAQ page, and video all assisting with the same issue may seem redundant, but it opens the door for people to digest information in their own way.
On this note, it is also important to have your content optimized for different platforms. The customer is looking for a seamless experience whether they are on their computer, tablet, or cellphone. One person can have a multitude of devices to see your content on—so it better function consistently.
3. Test and Optimize
Once your content is ready to go, it’s time to test it out. User experience (UX) and A/B testing are fantastic for working out the kinks on your site. Keep in mind that you are not going to get everything right the first time—plan on letting the data speak to you and having to pivot and change quickly.
Once your content is ready to go, it’s time to test it out. User experience (UX) and A/B testing are fantastic for working out the kinks on your site
Know what your specific goals are when testing. It can be overwhelming when there is so much to watch, listen for, and learn, but remember what you’re trying to affect. Are you shooting for shorter customer service calls, fewer pages on the site, or helping people find content quicker online? Measure that specific goal and adjust as needed to move that goal forward. It’s okay to break a couple things on your way to achieving your goal.
Today, it is more important than ever to provide an excellent experience throughout the entire customer journey. Digital marketing doesn’t have to be just about attracting and selling, but it should also be used to preserve the customer relationship long term. Providing an excellent support experience can be just what you need to maintain a more satisfied customer overall for a longer period of time.
To learn more about Intelligent Customer Experience, check out our ultimate guide to ICX. Contact us to find out how we can help bring Intelligent Customer Experiences to your brand.