Applying the Fundamentals of Customer Service to Marketing

A little while ago, I ordered some groceries online from Morrisons for the first time. When they arrived, the delivery driver greeted me by name, welcomed me to Morrisons, asked me about my day, and even presented me with two complimentary gingerbread men as a ‘welcome’ gift. Why am I telling you this? Firstly, because it’s Get To Know Your Customers Day today. Secondly, because we, as marketers, can learn something from Morrisons’ approach to customer service.

Whether your customers are buying a product or a service; online or from a bricks-and-mortar storefront, good marketing tells them why they should choose you over the competition. And good customer service? It demonstrates to them why they should keep coming back. With Oracle reporting that 86% of buyers will pay more for a better brand experience, it makes sense for marketers to be more Morrisons. Here’s how…

1.    Really get to know your customer


How well do you really understand your customer? 93% of companies that exceed lead and revenue goals report segmenting their database by persona. As such, truly getting to know your customers’ inner-workings can lead to better understanding of their needs, problems and, ultimately, how you can cater to them. But, how?

The strongest buyer personas involve talking to, you guessed it, your actual customers. Generally, customers love being heard, and so it makes sense to ask them about what makes them tick; what problems they might have; what influences their purchasing decisions. By finding out the nuances of your customer’s sales journey? You can begin to develop content and messaging that appeals to your audience. Which leads us nicely onto the next pointer: personalisation…

2.    Get personal

Great customer service makes a customer or client feel special and unique; personalisation is an excellent way of achieving just that. Research by Infosys states that a third of consumers wish their shopping experience was far more personalised than it currently is. With that being said, how can marketing professionals apply personalisation to their campaign strategies? 

Email marketing is a good place to start. With 52% of consumers willing to share personal data in exchange for product recommendations, it’s essential not only to use basic personalisation (addressing by name), but to take things one step further by tailoring products and services to them.

3.    Be social


Far more than a place to connect with friends and family, social media has given consumers a whole new level of interaction with the brands they love. Applying the fundamentals of customer service will result in customer loyalty. And ignoring them? You may well find yourself dealing with a PR crisis. With Hubspot reporting that consumers are 71% more likely to make a purchase based on social media referrals, it makes sense for social media and customer service to go hand-in-hand. Here’s how…

Arguably, the most important aspect of customer service is relationship-building – something that can be done both in-person and online. If a customer has a bad experience with a company, bet your bottom dollar that they will share that bad experience via social. Don’t let that happen: always respond to comments (good and bad) and, crucially, take the conversation away from the public eye. The simple act of listening, and responding to, a customer’s concerns can do wonders for your brand’s reputation.  

What do you think of customer service and marketing working in harmony? Let us know by tweeting us @crystlsdteam!