Targeting with a digital strategy gets results
To provide excellent customer service, you need to understand targeting and who your customers are. Their problems, frustrations and what they want and need.
Gather information about as many of your customers receiving lousy service as possible. When trying to understand their wants and needs, it may be useful to know details such as their lifestyle, occupation and interests. Include any potential customers who have made enquiries about your services.
With your Customer Relationship Management (CRM) software start targeting contacts or even a whole community or industry dogged by poor customer service, fragmented information and knowledge and little coordination.
In an era of sharply rising costs, this could be the way to direct your marketing initiatives for the better outcomes. Look for ways of giving these people and organisations a lower-cost way to reorganise their activities. Improve their revenue and profitability while keeping them engaged in building a better future.
The best time for targeting is in times of adversity
Going forward, in the face of difficulty can be made easier with a digital strategy, embarking on initiatives which will not only provide better customer experiences but help to generate higher levels of creativity and innovation.
Help people to use digital systems to track and measure their progress, and unlock data to help them reach their capacity, capabilities and ultimately boost their potential.
Some of the industries people depend on most are plagued by bad customer service. The list of opportunities is endless. Among those giving the worst customer service will be those using old technologies, dysfunctional websites and poor social media presence and therefore unable to keep up with competitive forces.
Limited competition and the fact many customer interactions occur after problems like service interruptions help push those organisations closer to demise.
Are others targeting your business?
When a business fails to meet customer expectations, customers do business elsewhere. Poor customer service and the perceived indifference of staff and management account for most customers who don’t come back.
Customer complaints can alert you if your business is failing to meet customer expectations. Learn more about managing customer complaints. Some actions you can take to improve customer service are:
- Investigate the areas of issue
- Train employees in customer service and sales skills
- Rotate employees so they can increase their knowledge
- Encourage and support teamwork
- Review recruitment and selection procedures
- Find out more about researching customers
- Is your business digitally enabled?
Putting a targeting plan into practice
Knowing which sectors are frustrated with their current providers is only the first step. The next is turning that insight into a focused plan. Choose one or two sectors where you understand the problems well and where your services offer a clear improvement, rather than trying to reach everyone at once.
Research the common complaints in those sectors. Read online reviews, industry forums and social media comments to learn exactly what customers dislike. Slow responses, confusing websites, hidden fees and a lack of follow up are typical themes. Each one is an opportunity to show how you do things differently.
Then shape your messages around those pain points. Your website pages, emails and social posts should speak directly to the frustrations people are experiencing and explain in plain language how you solve them.
Delivering on the promise
Targeting customers who have been let down raises the stakes. They will be watching closely to see whether you are any better, so your service needs to match your marketing from the very first contact.
- Respond to enquiries quickly and personally
- Make your website easy to navigate on any device
- Set clear expectations about timing and cost up front
- Follow up after each job to check the customer is happy
Track the results of your targeting through your CRM. Note where new customers came from, which messages prompted them to get in touch and how many stay with you over time. This feedback shows which sectors are worth more investment and helps you refine your approach with every campaign.
Start by getting your website and content up to speed with excellent customer experience. Start attracting those businesses receiving lousy customer service.
Do you need help with your Digital Strategy or Website Design? Contact us to find out more.
