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Creating a personalised experience for customers doesn't start and end with direct marketing. As a new white paper from the Service and Support Professionals Association (SPSSA) explains, personalisation can be equally effective in customer service. By tailoring support interactions to fit the specific circumstances of a customer can not only increase customer satisfaction, but can also result in increased revenue, by giving special attention to accounts at certain sales milestones.
This is an interesting concept that I'm sure few organisations actually consider. Why not also make your sales data available to the customer support team? If a customer calls for support and the technician had all relevant sales data easily accessible for pending deals, renewal dates, etc, then they could prioritise their level of support for that customer, ask the right questions and even make relevant sales offers.
But the paper explains that a personalised support experience is not just limited to telephone—it includes all support channels. Several VDP solutions already provide strong cross-media capabilities and in turn, these solutions could be extended from a marketing department into the support department. If you're already offering cross-media marketing campaigns to your clients, then why not consider extending this to include support services? You could offer customised auto-reply scripts for support emails or build self-service support Web sites to capture and include more data about customer accounts.
The white paper is complimentary and can be downloaded after completing a brief registration form.
Posted on Friday, 25 July 2008 at 6:40 AM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/167
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