Too often, the customer service and marketing departments operate as independent functions. Both these organizations have valuable information that needs to be shared. We’ve identified four simple ways the contact center and marketing team can connect to help create an amazing customer experience, regardless of the channel.
1. Passing Social Sentiment to the Support Floor
Through social media, any customer can very visibly express their opinions of a brand and the service they’ve received. But whether that person is an ardent fan or a critical detractor, their comments are rarely passed on to the contact center floor.
If the information was relayed, the likelihood of a positive outcome in the latest service interaction increases. For example, you could give priority in the phone queue to those customers who have posted a negative comment on Facebook. Additionally, you could analyze that comment and automatically route the call to the right agent based on the information revealed in the social network.
Fortunately, these are some of the things the HelpSocial platform can do. Thanks to our open API and hooks into contact center systems, we can programmatically help with automatic routing in addition to exposing the social data of a customer for a support agent to review in real-time. The more relevant information that a front-line employee has, the better the interaction will be with the customer and the faster the issue will be resolved.
2. Passing the Customer Service History to Marketing
The flow of information should be bidirectional instead of one-way. Imagine for a moment that the marketing team had access to all the contact center information. Visibility into a customer’s ticket history could give more context about why the customer was reaching out in the first place. The next time that a customer chimes in on social, the social marketing team would know what was going on behind the scenes. Providing this context would help them understand how to respond and whether they should escalate the situation, handle it themselves or ask for a specialist to get involved .
3. Halting Digital Programs During a Crisis
Crisis management is nothing new to the support floor. However, the proliferation of digital media and smartphones has created more opportunities for bad news to spread rapidly. This is something the marketing department needs to be alerted to.
During a service issue or other crisis, promoted marketing content in social networks can quickly be hijacked as a way for customers to vent and complain. In these times, it often makes most sense to completely turn off or pause the digital promotion. Having that communication between the contact center and marketing departments ensures that digital marketing spend is not wasted or inflaming an already tense customer base.
4. Removing Customers with Recent Issues from Marketing Campaigns
No one likes to receive marketing promotions about a product hot on the heels of having a bad experience with it. In our experience, this scenario is often the push an upset customer needs to take their emotions a step further off into public social networks….
One simple way to avoid this is to create an exclusion list for customers who have recently encountered an issue with your product or service. Removing them from both email and social marketing campaigns can dramatically lessen the potential for flare-ups and reduce the risk for snarky posts on social. As in the scenarios above, this is also a unique capability of the HelpSocial platform in being a bridge between marketing and customer service.
These are four ways that we’ve identified for how the customer service and marketing departments should work together. Now it’s your turn. Let us know what the gaps are where you need a bridge. Contact us and we’ll set up a call to discuss.