June is almost over and everyone is slowly waking up to other news and changes in digital marketing and, well, the arrival of Q4 and the holiday sales craze.
Yes, Q3 passes like a breeze when you are focusing on the wrong shit.
I want to talk to you guys about a few things today. One of them is internal alignment.
Teams tend to become like silos.
This isolates people, which makes them collaborate less. And that leads to a lack of coherence and a distorted company image.
Each team has an individual set of KPIs.
The problem with this segregation is that people and their products hardly align: like the guys from acquisitions (concerned with bringing the products) with the guys from marketing ( and the things they promote). They don’t align with the Customer Support team and the customers’ complaints or with the guys from tech who work on the website.
Let’s take the Customer Support and the advertising teams, for example.
They don’t collaborate well in this divided environment. The email team works on sending emails, click-through rate, open rate —they have all sorts of KPIs concerned with their emailing activity. They don’t look at customer satisfaction or the product relevance in the emails. For example, the guys from advertising that work on media ads can send messages that aren’t aligned with the company’s objectives and the problem it wants to solve.
There’s no coherence when the email marketing people send one kind of message, the ads say something different, and Customer Support is from another world.
The alternative is to overview what customers say, the customer lifetime value, the main reasons customers leave, and the problems they should solve to move these North star metrics, such as customer lifetime value and customer retention.
It’s essential to know what your customer wants and then create a roadmap that every team follows and deliver value at every touchpoint of their journey with you.
On this note, I want to share three things that are on my mind this week.
🧑🤝🧑 Mixing marketing and customer support efforts to boost customer satisfaction and help your customer support team do better.
I mean, let’s face it. Not all of the customers are made out of honey, and funny enough, the ones that are bringing the lowest value to a brand are the most demanding, and they are adding up the most to the Cost of Service.
Using a mix of transactional data from RFM and Real-time NPS responses, you can send your customer support team your most valuable customers and help them prioritize their work based on the customer’s value and their satisfaction with your brand.
By doing this, your CS team can prioritize how they solve your customers’ issues and save you revenue and obviously, increase lifetime value and customer satisfaction.
Plus, you can also identify anomalies with your products, shopping experience, delivery, and services.
This will help you make better decisions, and well you will know what to fix.
There aren’t many ecommerce professionals or marketers that would answer “What is the true purpose of your Customer Support Team?” with “it’s a crucial part of how you can optimize Customer Experience”, reason for that is because until earlier times, Customer Support was always perceived as a cost center instead of a profit center.
Let’s see some practical examples of how not to go about understanding your customers and helping them with their problems.
People buy things with… their emotions, trying to make their life a little better and more accessible. Therefore, online shopping is hunting for dopamine that kicks that makes modern people feel good.
Ok, but the website and buying experience is just the beginning of your relationship with your new clients and just a tiny part of your existing client’s journey. So, if you want to keep them close in the long run, you need to keep the “feel good” experiences coming.
The bad news is that customers expect from you, online stores, big or small, just to be perfect.
The good news is that there’s still low competition in the companies that genuinely care.
A massive announcement last week from Apple has sent shockwaves through our industry.
Depending on which side of the fence you’re sitting on, they either:
A) Destroyed your whole email marketing strategy
B) Cleared out the playing field and gave you a clear path to beat your competition
… I like to think the brands we’re working on fall into “B”, but if you’re solely dependant on open rates, fear not – read today’s article.
One thing is certain: the way we do email marketing is going to change with iOS 15. We can complain, or we can adapt.
Ultimately, the people complaining the most are the ones who follow bad practices and aren’t willing to put the customer experience first.
Here’s how you can shift your strategy and stay ahead of the curve.
Until next week, stay growing,