Exceptional Service Is Your Best Marketing Strategy
Too many businesses view customer service as an afterthought, and if you are one of those businesses, you are making a mistake. While it is important to employ content marketing and SEO as part of your business’s long-term growth strategy, they aren’t the only components you need in a marketing strategy. Exceptional customer service is one of the most effective growth strategies your business can employ.
Customer service can work for you or it can work against you. A consistently exceptional customer service experience can lead to word-of-mouth referrals and an abundance of organic traffic, while a consistently poor customer service experience can damage your reputation and drive potential clients and customers away.
Day by day, customer service is being viewed as a great marketing strategy for the ways it can impact your MSP business’s reputation and bottom line. While you know you can’t please everyone who comes your way, there are steps you can take to make sure you are delivering exceptional customer service every time and reaping marketing benefits from the customer service you are providing at the same time.
Customer service is one of the real opportunities you have to establish solid relationships with businesses that are in need of IT services and solutions. While handling client complaints and queries can seem like a dreaded household chore, it can be transformed into one of the most impactful marketing strategies available to you. In the digital disruption age, your customer service strategy is crucial.
If you do not have a solid plan that defines how you will maintain great relations with your clients, you will be in danger of missing out whenever one of your competitors performs the level of customer service you didn’t deliver.
Including Customer Service in Your MSP Marketing Strategy
The foundation of an exceptional customer service experience starts with your customers/clients and their preferences. If you use positive techniques and the right tools along the way, you can transform your customer service into an effective marketing strategy. In turn, your reputation will work for you and you will be able to promote brand loyalty while attracting new clients.
One of the first things you should do is evaluate your business’s existing customer service strategy so you will have the platform you need to magnify your customer service success. To ensure your customers or clients have a positive customer experience, and to transform it into a marketing strategy, you have to determine where your customer service currently stands. You can obtain valuable insights by getting answers from questions such as: What do we need to do better to serve our clients? How can we streamline the process and make it easier to execute?
Using insight and feedback to drive changes will allow you to focus on areas that need to be improved or updated. If you are not able to gain any insight about your brand or business, you can always survey existing or new clients about their level of satisfaction as it relates to your customer service, along with their individual experiences. Once you take the steps to understand the importance of delivering exceptional customer service experiences and the benefits that will follow, the next step will be to magnify those positive experiences in order to bring in even more clients.
Effective MSP Marketing With Exceptional Customer Service
Every interaction you have with existing and potential customers or clients must be viewed as an opportunity to increase sales and repeat business.
Think of customer service and customer support as their own sales funnels. A potential client will go through the following:
Reach out to you with a question (a lead)
Receive a professional and timely response from a member of your staff
Enjoy a great experience as their question is quickly answered, exceeding their expectations
Tell people within their network about the experience they had with your business (a conversion)
You can relate a question to a lead, your customer service strategy to a sales pitch, and you can complete the process by making it easy for that customer or client to recommend your business (a conversion). The majority of businesses and organizations will try to get at least some of the steps right, but will, unfortunately, miss out on great opportunities by not providing the type of experience that clients/customers will want to share with others.
How can a customer/client question be turned into a positive experience that ultimately leads to more revenue and profits?
Combining Customer Service with MSP Content Marketing
Does your website currently have a customer service-centered page that serves as an extension of your content marketing strategy? MSP content marketing aims to provide relevant information to online users about the industry, or about the needs your business addresses. Customer service content takes things a step further by helping people with problems they may encounter with your services and solutions, or how your services and solutions can be used most effectively.
For businesses and organziations that are in need of IT services and solutions, this is critical. You can address the needs of your target audience by creating FAQ pages and Help sections with relevant content to drive higher search rankings and more inbound traffic.
If you offer unique forms of customer service or if you offer processes that make your customer service experience better than those of your competitors, do not be afraid to highlight these as part of your marketing strategy. Do you have dedicated sales representatives, specialists, and experts for your new clients? Talk about it. Do you offer 24/7/365 support? Talk about it. Do not hesitate to let everyone know what you do to deliver exceptional customer service experiences. You will benefit from higher conversion rates.
There’s a lesson to be learned, no matter what type of business you own or what type of services you provide. You can view customer service investments as a necessary evil or you can view them as marketing. At Ulistic, we encourage our clients to view them as marketing. The goal of your marketing strategy is to position yourself as the best solution for your target audience. Marketing should engage your target audience and stimulate their interest so that you can convert each lead. Can you think of anything that can compete with exceptional service to achieve your marketing goals?
Incorporate the right strategies into your customer service model and you will see a higher ROI from your marketing efforts, in addition to better customer retention. Engage with Ulistic LP today and allow us to help you adopt a marketing mindset in your customer service strategy and a customer service mindset in your MSP marketing strategy.
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Stuart Crawford serves as Creative Director and CEO with Sebring, FL Ulistic, a specialty MSP Marketing firm focused on information technology marketing and business development. He brings a wealth of knowledge and experience pertaining to how technology business owners and IT firms can use marketing as a vehicle to obtain success.
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