Digital Marketer or Digital Customer Service Agent?

Oisin Ryan
Aug 24, 2017 · 4 min read
Image Credit: MicroAssist on Flickr

When I interview people for digital marketing positions one of the first questions I ask is:

“What do you think the role of a Digital Marketer is?”

The good answers tend to in some way reference Dave McClure’s pirate metrics:

  • A: Acquisition — where / what channels do users come from?
  • A: Activation — what % have a “happy” initial experience?
  • R: Retention — do they come back & re-visit over time?
  • R: Referral — do they like it enough to tell their friends?
  • R: Revenue — can you monetize any of this behavior

They are the people who get hired.

But do these people see themselves as having a customer service element to their jobs? Or maybe the question is better put the other way around.

Are Digital Customer Service Agents Marketers?

For me the answer is a resounding “Yes!” The customer service team is often considered the poor relation of the cool and creative types in marketing, but this is changing. Going back to the AARRR metrics, customer service plays a key role under every heading.

If you provide good customer service people will hear about it and come looking to do business with you. The classic example here is Zappos. Their legendary customer support is referenced at conferences the world over. There is no doubting that many people head to the Zappos website to buy shoes, not because they have the best selection or prices, but because they have the best service.

In an online context having a happy initial experience probably means getting to value quickly. In many cases this can be achieved without human intervention.

But the growth of live chat and particularly ones that proactively engage customers shows how important customer service can be. Helping someone who has gotten stuck or is struggling to find what they’re looking for can increase happiness levels dramatically.

There are two key elements to retention.

One is maintaining a place at the top of the customer’s mind and marketing can play a big role in that.

The other is wowing the customer so much every time they visit that they do not consider going anywhere else for the product or service next time they need it. This can be achieved through product quality, price or service. Market forces will typically dictate product quality and price, so service becomes the defining differentiator.

You can have the best thought out referral program in the world, but if your customer service is not up to scratch people are not going to recommend your product.

In fact, according to the White House Office of Consumer Affairs, news of bad customer service reaches more than twice as many ears as praise for good service. Great customer service minimises the potential for negative amplification and maximises of likelihood of positive amplification.

Source: White House Office of Consumer Affairs

It is never easier to sell to someone than when you are in a conversation with them, be that digital or in person. Properly trained customer service staff can see the upsell opportunities and convert them. And new messaging features in platforms like Facebook Messenger should improve conversion rates.

Compare this to blasting deals out on promotional tweets and Facebook posts and see where you get the best bang for your buck.

There are undoubtedly areas where customer service doesn’t materially influence customer retention (e.g. Government agencies and monopolies). But for 99% of businesses it is a critical component of success.

The leadership of a company needs to set the standard and provide resources for customer support. Those executives who see customer service as a cost center that needs to be streamlined out of existence should tread carefully. The oft quoted line that acquiring a new customer is nearly 7 times more expensive than retaining an existing one shows the true value of customer service.

In my opinion, in an age where customers are better informed and can make themselves heard, customer service is one of the key differentiators in the market place. That makes customer service staff a key part of the marketing mix.

Customer service staff are marketers!

Originally published on the ServiceDock blog.


Take Away: Digital Customer Service is as important if not more important than Marketing

ServiceDock Blog

Customer Experience Management for Multi-Location Businesses

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Oisin Ryan

Written by

Founder @ ServiceDock which is a messaging-based customer feedback & service platform that help retail chains drive footfall & clicks. (www.servicedock.com)

ServiceDock Blog

Customer Experience Management for Multi-Location Businesses

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