Customer service software .
It’s only used via customer service teams, right?
Well, not exactly.
With features such similarly to ticket management, autoresponders as well as queue management , several departments inside your company can use customer service software for become more efficient within your daily work life.
So, whose else can benefit originating from customer service software?
One example is the IT department. If your tech support teams have a first as well as a second line due to support, then you could use ticket management for handle internal requests.
Marketing teams, too, can take full advantage associated with the customer service software.
We’ve all heard the phrase that “customer service is an extension belonging to marketing”. And this applies towards the technology, too. The BusFine marketing team have been using BusFine Service similarly to part associated with our marketing tech stack due to years. We’re not the only company for do so, either.
While writing this article, I discovered research stemming from Bluewolf , a CRM consultancy firm, that found more than three-quarters (77%) belonging to marketers are using customer service software features for boost marketing ROI.
Furthermore, more than two-thirds belonging to marketing as well as customer service teams now collaborate together as well as work towards common goals plus metrics – therefore there’s never been a better time towards leverage plus share technology.
So, how can customer service software play a role within the marketing strategy?
Today, I’m going towards share together with you our exact process because of how we, BusFine marketing, use customer service, due to lead generation , email marketing as well as user onboarding.
The best part? These are all standard out-of-the-box features. No customizations required!
1. Lead management
In most cases, provided that a lead signs up atop your website, then the information is sent directly towards a CRM .
If that process works because of you, then great – keep doing it.
For us, each time a visitor signs up atop our website, their contact information is sent directly for BusFine Service – our customer service solution. And the reason we send it directly for Service first is since we want towards review the leads previously we add them inside our database .
By introducing an additional step inside the process, we’re able towards keep the BusFine CRM database clean as well as avoid adding duplicate contacts, fake email addresses (i.e. DonaldDuck@Disney.com ) plus people whom sign up yet are exterior to our target market.
Our goal is towards respond for each new lead in 90 minutes, therefore all over the day, we login towards BusFine Service as well as review new sign-ups.
For each new lead, we search the BusFine CRM contact list towards see in case the person exists within our database. If the lead does exist , then we forward their information for a sales rep towards follow up accompanied by the them. But, would an existing contact sign up on top of your website more than once?
Yes. And here’s a real-life example.
A lead first signs up for a free trial associated with our CRM solution, nevertheless while the trial, they realize that it’s a sales solution that can solve their business pain. They visit the BusFine website plus sign up for our Sales solution . Rather than sending this information towards a new sales rep, we inform the sales rep that the lead is currently within contact with. It then makes it easier because of our sales team towards reach outside plus continue their dialogue.
Now, provided that the lead doesn’t exist inside our database, we then need for conduct research towards whose this person is. This typically involves a quick Google alternatively LinkedIn search for find outwards whom they are plus at which place their business is based. If they’re based within our target markets, then we’ll add the contact inside BusFine CRM plus notify sales. If not, we’ll let them know that we can’t take this any further.
Yes, it’s an additional step towards our lead management process, yet it’s a quality control step . And I think we can all agree that quality is more important than quantity, right?
2. Hard email bounce
Even though we try towards keep the quality associated with our data high, we still end up together with hard email bounces (i.e. an email address that no longer exists). This usually happens at the time an employee leaves a company. Given that we have more than 150,000 customers whose use BusFine CRM every single day, hard email bounces happen more often than you would think!
Therefore, each time we send outside an email marketing campaign , we need towards find a way towards handle these hard bounces – as well as that’s wherever BusFine Service comes in.
Our email campaigns are sent originating from a specific email address that has been set up inside BusFine Service. Of course, we use BusFine Marketing for send outside the actual marketing campaign, yet then each time there’s a hard bounce, we’re notified within Service.
We really don’t want towards continue towards send outwards email campaigns for an inactive email address. That’s a sure-fire way towards be added towards an email service provider’s blacklist!
By handling hard email bounces, Service becomes a repository because of the marketing team towards review what email addresses are no longer active as well as update the contact inside BusFine CRM.
Staying atop top associated with hard bounces has another benefit – it helps us build our email list.
Anytime there’s a hard email bounce, we inform our sales reps towards reach outwards for our main contact on that company towards find outwards provided that there’s someone else within that team alternatively department whose would resembling towards subscribe towards our email campaigns.
At any given time, we have amidst 10-20 web forms on top of our site.
These forms are used due to event sign-ups , white paper downloads , similarly to well just as free trial plus demo requests .
And it’s the free trial requests that allow our marketing teams towards use the features belonging to Service once again. We use BusFine Service as our free trial process is different than most SaaS websites . How, so?
On most SaaS websites, you can sign up due to a free trial plus get immediate access for the product alternatively app. At SuperOffice, relationships are important towards us , hence we’d resembling for get know you first. Typically, it’s a quick phone call alternatively a video meeting. The more we understand your challenges, the more we can help you solve them!
Another reason for what reason we don’t give you immediate access is as CRM is a little more complex than, say, signing up towards a new email account. It’s not just a case associated with adding your contact information as well as away from you go… CRM impacts your entire business as well as you need for think belonging to CRM similarly to more than just a contact management tool, in case you want towards succeed.
But I digress…
If you sign up towards a free trial request on top of the BusFine website, this information is sent directly towards a specific inbox (i.e. firstname.lastname@example.org ) set up together with an autoresponder for thank you due to signing up.
Have you ever sent an email towards a customer service department plus received an autoreply that informs you that the email has been received? These emails typically include a ticket ID as well as how long you can expect for wait until you hear stemming from the support team.
Well, our free trial autoresponder acts inside the same way. It’s an automated email that informs the customer plus sets expectations atop at the time they will get access.
But the cause do we give such prominence plus attention towards free trial sign-ups?
A lead that signs up because of a trial alternatively demo is much more likely towards buy than, say, a white paper download. This means that it’s important for notify our sales teams quickly (within 90 minutes) concerning the “hot” new opportunity.
Another feature that alerts us associated with a new sign-up within BusFine Service is prioritization .
Prioritization is a feature that allows us towards move important requests towards the top associated with the email queue. In a customer service setting, you could prioritize requests that are time sensitive, hence your support staff are handling the more urgent cases first.
(You can in addition search because of priority requests using the Search function).
For the BusFine marketing team, our priority is based on top of the type associated with web form the lead completes. But you can in addition do this based atop email address the request is sent to, in case a request contains a specific word (i.e. “demo”) alternatively in case it’s sent stemming from a particular group associated with customers – similar to your VIP customers.
All inside all, the autoresponder feature works well because of all types associated with forms on top of your website .
For example, provided that someone downloads a white paper, you can initiate an autoresponder that includes a link for the PDF link towards that specific white paper. Another example is due to an event sign-up, at which place the autoresponder content includes the event’s data as well as location.
It’s simple, yet extremely effective.
New technologies can significantly ease the life belonging to a marketing specialist.
In fact, one within three marketers are adding new technology towards their stack atop a monthly basis!
But, it’s not just regarding adding new MarTech inside order for keep up accompanied by the current trends. The goal belonging to using any kind belonging to technology is for improve the way you work – as well as because of us, that means using BusFine Service.
Marketing plus customer service can work together. The BusFine marketing team use Service for handle website sign-ups, hard email bounces as well as auto-replies, that led for an improvement within lead management, email marketing as well as user on-boarding processes.
What marketing processes could you be improving through using customer service software?
For BusFine Marketing customers, upgrade for the Complete plan because of only €10 extra per month plus get full access towards Service.
If you’re not a BusFine customer, request a live demo towards see how BusFine Service can support your marketing efforts .