In too many businesses, information exists in silos. Marketing departments seek to gather as much data as possible to convert members of your target audience into leads. Sales department repeat the process to convince leads that becoming a customer is a great idea. Then, the process starts anew in customer service.
But in reality, all of these departments can benefit from the same basic data. Especially if your goal is increased customer retention, you have to find a way to take advantage of the same data sets and maximize relevancy long after a web visitor turns into a lead. Using marketing data effectively, in fact, can significantly improve your customer retention.
The Importance of Customer Service
It probably comes as no surprise to you that to succeed in business, customer service matters. Happy customers are brand advocates, sharing their thoughts on your brand with their peers in person and on social media. And, most crucially for the purposes of this post, customer service will improve your retention.
It’s common sense: if a customer is unhappy or has a question about your product or service, they’ll seek your help. If they get that help quickly, they’ll come away with a positive impression, and become more likely to buy from you again in the future. If they don’t, they’ll start to look elsewhere. That’s why in a study by the Gallup Group, customers were nine times more likely to be engaged with a brand when they evaluated the service as “courteous, willing, and helpful.”
Building a More Relevant Customer Service Effort
No customer service effort can be complete without personalization. If you a customer calls with a question or complaint, you need to be able to pull up their information and make your answers as relevant to them as possible. Studies, in fact, show, that personalizing your customer service is the single most important variable for your audience.
Building that personalization, of course, can prove to be difficult. If your customer service department acts in an information silo, they may simply not be able to quickly and efficiently pull up customer data in order to make their response more relevant and accurate. That’s why sharing marketing data across your organization is so crucial.
Providing Ample Access to Marketing Data
For most customer service operations, sales data seems to be the most obvious fit. After all, if you know which products your customers purchased and when, you can more easily answer their question and help to solve their problem.
But in reality, marketing data matters just as much. Especially if your marketing team uses Customer Relationship Management software, you want to know about past email communications and social interactions that may have preceded the initial sale. These communications can give you valuable insights into the customers mindset as well as the problem they were trying to solve by buying your product or service in the first place.
That’s why providing your customer service team with access to your CRM is a crucial step in customer service (and ultimately retention) success. But of course, you still have to find a platform that actually gathers the right information, and helps you effectively share that information across your organization.
Using the Right Platform For Customer Retention Success
That’s where BigContacts comes into play. Our software is designed specifically to be accessible by members across your organization, and also gathers the data you need to succeed in retaining existing customers.
For example, it gathers the social media profiles of all sales prospects, giving you insight into their demographic profile that can make any customer service call or response more accurate. To learn more about our CRM, and how it can help you retain your existing customers, contact us.