When a business pays for marketing to acquire customers, the loss is even more costly by not converting visitors to the site. It’s no secret that customer service is important. Use the available technology and the IT department to improve the marketing and customer service department’s ability to do a good job.
Know the Customers
The marketing department knows and understands the customers, but this information needs to be shared with the IT leaders who are creating the communication channels for the business. For the marketing department to better understand the customers it need a robust tool that gives complete customer insights so that they can keep the IT department up-to-date with demographics helps them target the appropriate method that people prefer to use when connecting with a company.
Empower Customer Service Agents
Connecting the shipping information and other databases to customer service information portals allows them to be up-to-the-minute with important data that customers demand. The IT department should integrate sales and customer service into a system that is easily accessible by everyone. IT needs to work with customer service to see how they are using applications so that the efficiency of technology can be improved by giving agents the information they need at every stage of the process .
Use the Website
Customers want information. They want quick website response. While the IT department may not understand what is important to the customers, they have the knowledge to make the website search engine friendly. Creating a website that meets the needs of the customer saves time and keeps the customer coming back to get more information. Use the knowledge of the IT personnel to design a website that is user-friendly and marketing-friendly (Source: Information Week).
Listen to Customers
Customers know what they want when they shop with a business. It’s important to be available on their terms so that a business doesn’t miss a sale. Utilizing the available technology and integrating it with the website keeps customers engaged. IT and marketing has to work together to look at how to merge the website analytics with current marketing information to fully create the customer experience that keeps people coming back to make a purchase.