If you have come across articles and writeups on the benefits of ecommerce customer service, you likely understand the significance of delivering satisfaction throughout customers’ buying journey. It requires cross-departmental teamwork and integration.
And to us, there is a need for developing the relationship between marketing and customer service for the sake of offering an excellent experience to shoppers. The need for reciprocal customer service and marketing is only more crucial today, with changing customer behavior and inclination towards social media as a channel to communicate with eCommerce brands. We have witnessed how eCommerce giants like Amazon and eBay have leveraged the power of social media marketing to gain more customers from locations worldwide. Also, for answering customers’ queries, social media and other digital channels like web chat, email, or web calls are greatly preferred today.
To determine workable swim lanes and designate responsibilities to individuals, marketers and customer service agents, eCommerce companies hire eCommerce call center providers. There are several ways an eCommerce call center collaborates its marketing team and customer service processes to achieve business objectives and increase sales.
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How Marketers Offer Social Media Customer Service?
If asked what social media customer service is, you might probably know the answer already. Social media customer service is the process of providing support to customers via social networking sites like Twitter, LinkedIn and Facebook. It helps meet customers where they are and respond to their questions in the comment section.
An eCommerce call center’s marketing department often handles social media customer service because they are more accustomed to social media customer engagement methods and excel at promoting content there. Suppose you post a special-discount offer for Independence Day. You hope to get comments and queries in the post. Answering customers is typically a job assigned to the customer service team. In this case, the marketing team could better reply to the queries because they possess more information about the post and represent your brand better.
This is why BPO services for eCommerce and retail industry are blended with marketing activities to assist customers better and perk up customer service.
How are Marketers Responsible for Engaging Content?
Do you know how important content is for marketing and customer care? Successful marketers take consistent and quality content generation very seriously. It can make or break a marketing strategy. But, if you haven’t yet recognized the benefits of good content creation for your eCommerce brand, you are losing out on opportunities. However, marketers need in-depth insight into customers’ mindset and trending buying behavior for creating engaging content. The customer service reps are in better charge of finding out these details via multichannel customer surveys. This is where eCommerce customer services team saves the day for the marketing department. Thus, they need to work closely, sit together, brainstorm ideas, conduct meetings for better problem-solving and develop customer loyalty schemes for excellent customer service.
How to conduct customer loyalty programs?
Building an effective customer loyalty program is the key to keep customers coming back and increase the loyal customer base. And whether your loyalty programs include reward points with every purchase or discount offers, customers will be more likely to get attracted if they get well-informed support. So, the customer service team and marketing team need to work together to sweeten the offers and bring out the program’s effectiveness.
To create a loyalty program, the marketers need exposure to what customers are looking for, what questions they ask the reps before making the purchase. Your BPO services outsourcing partner can bring to the table innovative campaigns for customer loyalty programs with necessary personalization.
How Do You Understand Your Buyer’s Persona?
To understand your buyer’s persona, you have to determine their future buying patterns, wish-listed items, and other eCommerce websites they visit. Your existing customers set criteria for your target market. Still, most eCommerce brands fail to determine their prospective customers, especially those who nestle a broad range of categories – from home essentials to electronics. The benefits of understanding customers for customer support and marketing are many. It can yield better quality leads, bring consistency across businesses and apply analytics for progress.
The best part is that an eCommerce call center has a customer service team that talks to customers all the time, meaning they have a better understanding of consumer buying patterns and a recent shift in spending habits. Understanding customer’s persona is crucial to creating results-driven marketing campaigns and strategies, and it becomes obligatory for marketers to work closely with customer service teams.
In the eCommerce industry, marketing teams have to work for customer care and customer service representatives double as marketers and sales guys. Thanks to digitization and technological advancements for facilitating such integrations. The amalgamation encourages spontaneous actions in favor of the business that single-sourced BPO models lacked.
Alicia Johnson is an outreach consultant for multiple technologies industries. With expertise in corporate communications and practical knowledge about different technologies, she has spent the past 7 years working in the technologies industry and she loves to share her experience with readers.