Customer service and mobile marketing seem like they are in entirely different worlds.
Mobile marketing is onthe cutting-edge of innovation and development. Customer service is sort of an antiquated notion meant for ?mom and pop? stores and, perhaps, call centers. If there is one group that shouldn?t care about customer service it is mobile marketers.
Or so it seems.
The reality is that mobile marketers should care a great deal about customer service. Specifically, they should care a great deal about customer service on the phone. Here are 5 reasons why:
1) Mobile Marketing Produces Phone Calls
This is no longer disputed theory. It is fact.
Mobile marketing produces phone calls at never seen before levels. The most common action after a mobile search is a phone call. Nielsen recently said that 73% of all mobile searchers call businesses as a result of their mobile search.
All of these mobile callers will actually have to talk to real human people on the phone. I sure hope that all those callers are treated nicely by those real human people.
Customer service can make or break the conversion once this person calls the business. If there is a high level of customer service, the caller is very likely to buy. If there isn?t a high level of customer service, the caller is less likely to buy. As a marketer you should care about what happens to your leads once they get in the door. Customer service is a big, big part of that.
2) Mobile Marketing Will Produce Even More Calls
BIA/Kelsey says that mobile marketing will produce an even more dramatic increase in calls than we?re already seeing. In fact, they say that mobile marketing will DOUBLE the volume of calls that most businesses will receive.
That means if 20 people are calling your business each day right now, by the end of 2013 more than 40 people will be calling each day.
If customer service matters to mobile marketers now, it should REALLY matter to mobile marketers in the coming years. More calls = more opportunity for really bad/good customer service.
3) Customer Service Can Increase Close Rates
We all know this intuitively. However, our data actually shows it. High quality customer service produces new customers. If someone is greeted warmly when they call a business, they are statistically more likely to buy than someone not greeted warmly. If someone is asked questions about their needs, they are more likely to buy.
The revenue that YOUR mobile campaigns generate will increase as customer service increases.
4) You Can Control Customer Service
The beautiful thing about customer service is that you can control it, manage it, and improve it. If employees are rude to callers, it can be fixed. If employees are failing to speak to callers with respect, it can be fixed. If employees sound upset or rushed, it can be fixed.
Minor tweaks in on-the-phone behavior can dramatically improve customer service and can substantially improve close rates, campaign ROI and revenue.
As a mobile marketer, customer service should be your best friend. Don?t ignore customer service. If you do mobile marketing, and the deluge of phone calls it produces, will crush you.
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