Multi Marketing: The Role of Customer Service in Marketing
Marketing is all-encompassing. It’s everything your customer sees from the advertisements to the showroom, sales team, and customer service they receive. Often times, we overlook the importance of customer service while we’re doing our jobs as marketers. These two go together like milk and cookies, dinner and movies, and if you’re from Texas, chips and salsa.
The most obvious place you’re going to find yourself filling the customer service role as part of the marketing department is through social media. If you’re engaging your customers, you will receive both praise and criticism here. Once you get your first critical review of your company on Facebook or Twitter, you may be thinking “This isn’t what I signed up for! I can’t handle this,” and delete the comment from your page. While it may be tempting to do that, (which I encourage you not to unless they are intentionally spamming your page) I would urge you to use this as an opportunity to show that client your awesome customer service skills. You never know who may be watching. The way you handle a bad situation could easily bring in new customers.
Let customers know you’re in the business of helping them. If you get a great review, thank them publicly! I know you’re sitting there in your office jumping up and down patting yourself on the back for getting some good press, so let them know! If a company were to retweet something positive I said about them this time, I’m likely to promote them again and again. It just makes for a feel-good situation all around. And hey, if you get a negative review, work with them on fixing whatever issue they had and use it as a tool to let people know you’re listening. Don’t be afraid to put your direct line online. Giving them a direct way to reach you really shows you’re putting effort into resolving the issue instead of just telling them what they want to hear. It’s possible that there was just some kind of miscommunication or oversight which can be easily taken care of. Now get on your company’s Facebook and Twitter accounts, put on your customer service hat, and do work!