What is usually the end goal of an email marketing campaign (or any marketing campaign for that matter)? Isn’t it usually to turn audiences into loyal customers? And for customer support, is it not to ensure that customers are completely satisfied with the product and the brand?
Adopting the mindset of focusing more in catering to the customers is still something that many businesses haven’t done yet. This is despite the fact that the advent of social media makes it difficult to hide one’s mistakes. One slip of the proverbial tongue, and an angry customer will immediately post screenshots and drop names for everyone else to see and rage at.
So what should email customer support teams and marketers change about how they deal with customers?
Stop Thinking Of Email As Just Another Platform
Indeed, email is a great medium for marketing and customer service. But it’s more than another channel for you to reach others and for others to reach you. Emails are a way to connect all your other platforms together in one place. When a reader wants to go to your website or social media pages, they won’t have to go through the effort of doing a Google search for links to your places if you provide the links in the emails yourself.
Emails are also another way to study your consumers’ preferences and experiment. What content works best for them? What time do they usually open your emails? All these give you the data you need to optimize your emails and become the most effective.
Emphasize On How The Product Can Help Them
Ever watched a salesman in the department store or the supermarket do a product demonstration? More often than not, he’s very good at convincing you that the item can be a useful addition to your home or office, even if you don’t have any plans of buying at the moment.
This is something that many marketers fail at. One problem that they have is that they concentrate on showcasing the features that a product has. They don’t tell the reader what the product can do for them. In a way, it comes off as self-centered if you only talk about your brand and what your goods are.
Survey Your Customers’ Satisfaction
Monitoring the performance of support agents is an integral part of customer service. Supervisors will regularly check on an agent to see how they handle stress, answer queries, and solve problems.
But it’s not enough to rely on supervisor reports to improve. To truly know how well your email customer services are doing, you have to get feedback from the customers themselves. Many people underestimate the power of surveys, but they can make a big difference in making you see what needs to be removed or improved in the way you handle customers.
To build a customer support and marketing culture–not just in emails but in everything else– that genuinely concentrates on accommodating customers in better ways is no easy task. In truth, it requires more effort on the side of the business to make it work. But with a great support team and knowledgeable marketers at the helm, it can be an investment that is worth it in the end.