Impact on Marketing and Sales
Any business, regardless of size, must have a marketing plan. The marketing plan creates interaction between a company and its clients. It dictates the type of interaction and the results of that interaction. Marketing tools collect data on customer opinions about the company, and this data is translated into marketing actions such as rebranding, product differentiation, social media events and so on. Generally speaking, client service shows the marketing department what kind of customers are buying from the company and how they are doing so.
Throughout history, marketing has been highly dependent on the consumer’s behavior.
At the beginnings of commerce, the only marketing tools were word-of-mouth and having an appealing product design. Actually, things have not changed much since then; modern marketing still places great importance on word-of-mouth publicity, which is why companies need to have excellent client service.
Consumer behavior is the main factor that will always drive changes in marketing. The more information customers have about the market, the more demands they will put forth. Therefore, marketing plans have to be flexible in order to keep up with the rapid changes of client demands. They also need to be innovative in order to entertain and appeal to more and more customers.
The market has to reach the unhappy buyers as much as the happy ones. Accordingly, companies also have to redirect their marketing plans towards unhappy buyers. A customer service system that includes unhappy clients drives up sales, increases loyalty conversion and spreads the good word about the company in the market.
A well-done client service system can turn a bad review into a good one. According to the latest numbers, 46% of customers are pleased with the solution they receive after making a complaint, and 22% of them leave a positive online review for the company afterwards. Here we can identify the fact that social media plays a serious role in client service. A lot of customers issue complaints via Twitter or Facebook and they expect companies to reply to them, but more than 50% of companies fail to do so. The result? Those customers are not going to stick with the brand or return to it.
This is how customers shift the dynamics of marketing plans. In the past, marketing was about attracting buyers with “white lies” and beautiful packages. Gradually buyers became more aware of their choices and especially of the extension of the market. They have more options, with little differences in style and price, meaning that the company that offers the best client service actually wins the customers. The best client service creates a personal story, a positive experience to which customers can get emotionally attached. Failure to do so results in clients leaving the brand – but they do not leave empty-handed. Unsatisfied buyers will tell other potential clients that the company gave them a bad experience.
The impact of client service on marketing affects both existing customers and new customers. It also shifts the focus of marketing plans onto consumer demographics. If more young clients are using the services of the company, the marketing plans of the company will have a fresh tone focused on products that serve young people. Client service will then dictate whether the marketing plans are successful or not since they translate directly into sales.
An efficient customer service system increases sales just as much as a bad customer service system decreases sales.