When it comes to your existing clients, customer service insights are one of the most reliable marketing data sources.
That’s because, nowadays, businesses interact with customers across multiple channels, including, but not limited to social media platforms, direct messages, emails, calls, events, reviews and feedback, NPS scores, chatbots, customer support, website communication forms, and whatnot.
These sources create, practically, an endless supply of high-quality customer data.
To utilize it, marketing and strategy teams must conduct customer service data analysis in order to collect intelligence, pull insights, and find new ways to improve customer experience satisfaction and boost business success.
In this article, we’ll highlight the top 8 ways to use customer service insights in your marketing strategy.
Read on and take notes!
1. Refine Your Buyer Personas
Creating buyer personas is an integral part of running a successful marketing and sales operation.
However, regardless of how accurate your personas are when you first build them, the longer time passes, the less relevant they may become.
That’s because your audience consists of living, breathing people who change their behavior and preferences based on multiple factors, including, but not limited to the economy, new consumer trends, technological advancements, personal growth, and so forth.
As a result, regularly updating customer profiles with fresh information becomes crucial. Otherwise, the efficiency of your campaigns suffers, and this, eventually, affects your bottom line.
Customer service insights provide you with an overall view of the transformation of your audience and allow you to track changes, identify patterns, and gauge behavior shifts. As such, they are an irreplaceable marketing data source.
By analyzing them, you can find emerging pain points and needs that may help you create a better overview of your potential clients, and improve campaign targeting.
Furthermore, you can use this type of customer data to adjust your personas to match your best clients.
2. Better Understand Your Clients
Your customer service associates are constantly in contact with your clients and hear about their day-to-day struggles, issues, and pain points.
However, aside from this data, they also learn additional things such as the overall attitude towards your brand, how they use the products, what new features they desire, and even relevant details about your clients’ personal and professional lives.
What’s more, you hear about all this in the customer’s own words and their personal vocabulary.
This type of information can be invaluable in your marketing campaigns, not only because it allows you to understand your clients on a different level, but because it provides details about how to talk to them in a language that resonates with them.
And the better you know and understand your customers, the stronger the relationship you may be able to build with them.
Also, you can refine your brand identity to match theirs and be more appealing and inviting.
3. Find Relevant Content Ideas and Keywords
Coming up with fresh content ideas can be challenging, especially when you’ve been in content marketing for a long time.
Customer service insights can provide you with new topics ideas that are relevant and meaningful to your clients.
When people ask questions and are confused about certain processes, you can publish comprehensive blog posts, record videos, launch podcasts, write whitepapers, and create all types of content that provide help.
This way you not only allow your customers to solve their problems, but provide additional tips, suggestions, and insights that allow them to improve the way they use your products and services to maximize value.
Furthermore, as mentioned, customer service insights can help you better understand how your customers talk about your products and services, and outline keyword ideas that you may not have come up with otherwise.
4. Create a FAQ Page
FAQ pages are an invaluable resource that benefits the business and the customer alike.
They allow you to answer client questions before people even ask them. Furthermore, you can provide a great customer experience to those in your audience that prefer to resolve problems and queries themselves, rather than contact support.
Depending on how you approach it, your FAQ page can be a simple list of questions and answers, or an informational hub that connects different groups of pages dedicated to providing help, support, and educational resources.
Regardless of this organization, though, your customer service insights can provide you with a myriad of ideas and topics for FAQ content.
For example, you can provide clarity on questions that people commonly ask your customer support reps. Or offer solutions to onboarding problems that you’ve noticed users experience when they first interact with your products and services. Or answer questions that you’ve encountered in social media comments.
You can promote the FAQ page on all your communication channels by encouraging customers to use it, and by keeping them in the loop about the new content that you add.
Furthermore, regularly updating the page with fresh information will make it more likely to show up in pertinent searches and can boost your website traffic and SEO.
All in all, FAQ pages show your audience that you care about their customer experience, and are ready to go the extra mile to make all the information they need within a click of the mouse.
On top of that, it can even take some of the load off of your customer support team, and allow them to focus on more challenging cases.
5. Implement Product Improvement
Based on the common issues that your customers report, you can identify problems with your product’s quality and usability.
If you’d like to analyze the full scale of such problems, you can conduct additional research and distribute surveys. This way, you can find out how many of your customers face the same issues or difficulties with the product, how they manage them, and what you can do to improve.
Once you process the information and fix the issue, you can launch a marketing campaign to promote the improvements. Furthermore, you can thank the customers for their invaluable feedback and stress how important their opinion is to you.
This way, you will not only show that you care about the quality of your products and services, but that you value your customer’s needs.
6. Align Your Goals With Those of Your Customers
To that end, companies need to align their goals with those of their customers – the products they supply have to correspond to existing pain points and needs. Moreover, they need to be something that the audience wants and is willing to pay for.
By analyzing customer service insights, you can find valuable information about how the market feels about your products and services. Furthermore, you can gauge how different factors affect and change demand.
This allows you to adjust your marketing strategy and message based on customer behavior and better understand consumer trends. As a result, instead of letting changes stand in your way, you can utilize them in your sales and marketing efforts, and benefit.
7. Provide Consistent Customer Service
Nowadays, brands do their best to be readily available to their customers across multiple communication channels.
You can now meet the client where they are and provide them with ways to approach you without leaving the comfort of their homes. That is something that both you and your audience can surely benefit from.
However, while convenient for the customer and useful to the company, this omnichannel presence has its own set of issues – the top one being lack of consistency.
While brands are an assembly of different departments, teams, and people, customers see them as one whole entity. And that’s how it’s supposed to be. That’s why every brand has a personality, identity, tone of voice, style, and so on – to make it easier for customers to relate to the brand’s image and form a bond with it.
However, when the consistency within the brand is broken, this creates an unpleasant customer experience.
In fact, 76% of customers complain that brand interactions across channels are not consistent. Clients often feel that they need to explain the same problem over and over again to each associate they are in communication with – which is frustrating and tests their patience.
You can use customer service insights to analyze whether or not your clients feel the same way, and devise a strategy to improve the consistency of your customer service and brand experience. This will provide you with a competitive advantage, boost your online reputation, and contribute to your overall brand image.
8. Conduct Sentiment Analysis and Opinion Mining
Sentiment analysis and opinion mining are powerful ways to measure the market’s attitude toward your campaigns and marketing messages.
Employing such techniques is especially useful when you launch new products, or try out provocative and controversial marketing ideas. However, they can also be beneficial throughout all of your commercial and publicity efforts.
By tracking and analyzing what your clients say about you across different communication channels, you will always be in the loop of public opinion, and may even stay one step ahead of it.
These types of customer service insights can help you, not only to improve your product and services and adjust campaigns in real-time, but to build a stronger relationship with customers, and manage your brand’s image and reputation. It can help you handle or prevent crisis situations from happening as well.
In digital marketing, customer service insights can be found around every corner – all you need to do is know what to make of them and how to use them.
In this article, we’ve suggested 8 practical ways to use them to benefit your business and marketing strategies.
However, to maximize the value of your customer data when you collect and analyze it, consider aligning your efforts with the current business goals you want to achieve.
This will make it easier for you to notice patterns and discover unique ways to utilize the information at your disposal.