Of the three primary disciplines in business—marketing, sales, and service—customer service has the power to make your company stand out amongst the competition. After all, a recent American Express survey stresses that seven out of 10 U.S. consumers say they have spent more money to do business with a company that delivers great service. Yet, while countless companies offer excellent service, few take the time to tout their CX strategy, thereby leaving them to blend with their competitors.
“Customer service is of critical importance to your business because it’s key to retaining the customers you close and extracting more value from them,” Swetha Amaresan writes for HubSpot. “By providing top-notch customer service, businesses can recoup customer acquisition costs and cultivate a loyal customer base that will refer friends and colleagues, serve as case studies and testimonials, and write customer reviews.”
Amaresan adds that, not only are happy customers more understanding and less sensitive, but they’re also your brand’s best advocates, as they can convince prospective new customers of your company’s merits more effectively that your own marketing materials and salespeople ever possibly could.
Customer service, therefore, plays an increasingly pivotal role in your company’s continued success, as today’s saturated, fast-paced market leaves little room for error (or modesty).
“With consumers facing so many choices with who to do business with, you need to set yourself apart from the rest,” R.L. Adams explains for Entrepreneur. “What makes you different? What added value do you bring to the table? Why should a customer work with you rather than your competitor? We've all heard the horror stories of people dealing with poor customer service. Yet, we seldom hear the raving-fan stories.”
But your brand has the power to highlight these stories and share its successes. By embracing these 14 key CX marketing activities, your team can use its own history of superior service to support its legacy of satisfaction and loyalty
1. Customer Satisfaction Annual Report
Much like your company’s annual fiscal report, this summary allows you to convey the results of your customer experience strategy with your stakeholders and customers.
2. Voice of the Customer Video
Interview your top executives to provide the public with high-level insight into your CX strategy and what you are doing to sustain customer loyalty.
3. Case Studies & Customer Testimonials
Allow your stakeholders and customers to shine the light on your success by sharing their own stories and experiences with your brand and expertise.
4. CX Certified Report Card
By partnering with an outside analytics organization, your brand can provide customers and prospects with a third-party audit of your company’s exceptional customer satisfaction data.
5. Intelligent Visual Communications
Project your CX content in real time via dynamic, multimedia LED dashboard displays and handheld devices to promote and improve transparency.
6. CX Infographic
Share the story behind your CX strategy and how you serve your customers through engaging graphics that clearly highlight your brand’s continued efforts to satisfy and delight.
7. Public Relations
Make sure customers and prospects are sufficiently informed by sharing your successes through news releases, newsletters, white papers, and other such collateral.
8. Social Media
Connect with your customers and prospects where they live by tapping into social networks, such as LinkedIn, Twitter, Facebook, and Instagram to share your wins and announcements.
9. Live Video Streaming
Create an online event that captures your CX story as it happens and reach your customers and prospects by embracing today’s most engaging, fastest growing medium.
10. CX Podcasts
Participate in or develop a branded podcast that highlights your CX story so customers and prospects can listen to at their convenience.
11. CX Webcasts
Join an established webcast or develop your own series so your company can tout its successes and your top executives can demonstrate their expertise in their industry.
12. Competitive Satisfaction/Loyalty Analytics
Demonstrate your CX strategy’s effectiveness by illustrating its measurable business impact through competitive satisfaction and loyalty analytics that reinforce your success.
13. Customer Events
Invite customers and prospects to come together so you can simultaneously show your appreciation and highlight your company’s countless CX success stories.
14. CX Awards
Leverage industry awards, such as CRMI’s NorthFace Scoreboard and CEMPRO, to demonstrate and reinforce your brand’s customer service excellence within its industry.
Not sure where to begin? Reach out to CRMI directly for quickstart tips and successful hints that will help your brand stand out amongst the fiercest competitors in your industry.