I recently took part in a roundtable on improving the quality of customer service hosted by ISP UKFast as part of their UKFast.tv Round Table series. An interesting example of content marketing.
It was good to hear about the increased focus on customer service and how social listening can be used to improve customer service. The main takeaway for me was the fantastic insight that’s available from customer service teams and their reporting software, but how it’s not always fed-back into the customer care or sales-related content on the website.
At this point In the clip you can see me talking about the power of customer feedback tools in shaping online services.
I was also interested in the customer service benchmarking that Lynne Mills described. Looking at some of the most recent UK customer service benchmark data shows that across sectors, in a 3 month period you can expect 6-16% of customers to have a problem and a good proportion of those will complain. Of course many will turn the website as a first port of call, so managing the initial query is important.
The participants in the round table were:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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