Pro-active Customer Service

Customer Centric

A couple of years ago, a LSE study called advocacy drives growth  showed that a 1% reduction in negative word of mouth resulted in £24.8 million additional revenues. Also, a 2% reduction in negative word of mouth correlated with just under 1% growth of the company.

With all this talk about Social Media Marketing, I wonder if actually Social Media is best used for Customer Service (as Dell have been doing well after their previous hell – that’s a lot of rhymes) rather than blogger outreach of the PR kind. Just because it is called Media doesn’t mean it is an advertising channel.

Most of the time advertising agencies just want to use Social Media as a channel to promote the microsite that they are building.  Instead, the opportunity is really in getting to customers when they are just beginning to get frustrated and engaging with them in an open social way in their spaces before they have really felt the need to complain. Even better is energizing existing customers to become an army of volunteers who will answer questions for behalf of the company.

And then when it comes to marketing communications, a thorough understanding of the actual consumer issues should help identify what needs to be communicated. People are discussing brands online, so this should be the bedrock on which any advertising is based. Most of the time it is not, and instead we are treated to rather random insights which have no connection to creative which makes for ineffective advertising. Great advertising should be rooted in known consumer wants and needs, should have KUDOS and should be made with propogation in mind. 

But at the very least, I wonder how many calls to customer service centres are for similar problems that could have been solved pro-actively?

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6 thoughts on “Pro-active Customer Service

  1. […] 18, 2009 Social Media Marketing is an an interesting mix of marketing, PR, sales and customer service, and is about engaging with communities. Famously, Dell now does this well, and are no longer in […]

  2. […] on the creation of buzz. Buzz should be the by-product of running a company in the right way, treating people right and making happiness your business […]

  3. […] a great product experience, and by doing fantastic customer service. This echoes my point about pro-active customer service being the key to success in this field: making customers happy means solving their problems but […]

  4. […] want to reciprocate and do nice things on our behalf, maybe even buy some of our products. If we exceed their expectations, then they will talk about us in their normal daily conversations (offline, nine times out of ten). […]

  5. […] Do things that matter for the people who matter. Be an experience facilitator. It’s about pro-active customer service as marketing, but also about guest experience design. You measure customer satisfaction and […]

  6. […] role for a traditional marketer, but this is one of the most important quadrants, in my opinion. As I have said before, and Faris has also said recently, helping customers is great marketing. It should not be seen as a […]

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