With social media as a primary mode of contact between many consumers and the brands they buy, the lines between marketing and customer service tend to blur. Marketers are interacting with customers online in ways they haven’t before, and now, marketers need to know customer service to properly fulfill their role.
Training marketing personnel in customer service is now crucial to a successful social media presence. Marketers need to know customer service for several reasons. The five most important reasons are listed below.
5 Reasons Marketers Need to Know Customer Service
1. Answer questions on social media
With the rise of social media in marketing, customers are likely to be asking questions on social media. If the team managing your companies social media is unsure how to interact with customer questions and concerns on social media, then there’s no reason for using this customer service channel.
Not having people trained in customer service can lead to unhappy customers feeling unsatisﬁed with their experience on social media. To avoid turning people off to your company because of your social media presence, instead opt to train your company’s marketing team in customer service.
2. Develop a better understanding of buyer personas
Being trained in customer service can help marketers understand buyer personas better. Those in customer service work on a face-to-face or telephone basis with customers and probably have a better understanding of what the customers are looking for.
Being trained to have a deeper understanding of buyer personas helps marketers truly understand the customer’s interests, questions, and needs.
3. Reduce customer loss
Training in customer service will also help your marketers reduce their customer loss. Since marketers will have a better understanding of what your customers are truly expecting from your product, you can easily cut out any false expectations projected by your marketing campaign.
You can use this information to give your customer realistic information on what you are selling. This will cause less customers to be misled by your marketing team and therefore give your company a higher retained client base.
4. Understand how customers use your product
With customer service training, marketers can get a better understanding of how customers are really using the product and with this, develop a better marketing campaign. Sometimes marketers are unclear or unsure of how exactly customers are perceiving the product and its uses.
With training in customer service, marketers can use this knowledge to create more focused and accurate marketing campaigns that their audience and potential customers will relate to.
5. Resolve problems quickly
Customer service training can also help problems customers have on social media be resolved quickly. Customers will feel more satisﬁed with the company if they get a fast response to concerns they are expressing on social media.
Without having trained employees to deal with these customer issues, the process of answering customer’s questions or concerns could take a while. Making sure your social media managers are able to answer questions on social media can have a huge impact on the timeliness of answering customer concerns.
Overall, customers are looking for good customer service and are willing to pay more for it. Having an emphasis on customer service in all departments, especially marketing, can make a huge difference in customer satisfaction and the image your company has with its customers. Increasingly, marketers need to know customer service to make their social media presence one customers can respect.
About the Author
Eliza Granahan-Field is the Social Media and Content Marketing Intern at Blue Phoenix Creative. She is a student at the University of Colorado at Boulder. Eliza writes about marketing and content on the Blue Phoenix blog. Find her on Twitter @elizagf13.