Here are some of these intangible benefits and why or how they should be measured.

1) Customer service

Brands are using digital contents in connecting with and helping the customers help themselves. Such a practice is not only valuable to the customers, but also cost-effective for the brands. Did you know that a brand spends about $8 to $10 in solving issues of a customer through a call center assistance?

Imagine how much your brand can save if you are going to publish a how-to guide in using the product properly. For instance, if an online manual was viewed 31,000 times, you can save from $248,000 up to $310,000 (31,000 x $8/10). That’s the potential value of the how-to content!

2) Workflow efficiency

While there are brands that understand the value of its contents, there are instance that they remain struggling when it comes to streamlining processes. Not just only when it comes to creating and publishing contents, but there are digital contents that help in organizing internal procedures for the employees and other stakeholders.

Published press releases, for instance, may form part of the internal marketing wherein there is no need to send a memo to each department. This could mean huge savings particularly for multi-department firms. If you are spending $1 for each memo to be delivered to 2,000 employees, you can save $2,000 (2,000 x $1).

3) Engagement

Engagement, in terms of marketing in general, is a vague word and not always easy to quantify. Nonetheless, it remains to be an important key performance indicator (KPI) of the success of content marketing.

Take a viral Facebook post as an example. There can be millions of interactions from likes to comments to shares that can be equated into an interaction. What if about 2% of all the interactions are converted into paying customers? Not to mention, Facebook is not even a paid media (well, it can be a paid media for sponsored posts).

Further, there are more potential content marketing KPIs such as:

• Brand sentiment
• Purchase intent
• Customer retention
• Brand loyalty
• Feedback
• Consumer insights
• Product innovations
• Product knowledge
• Brand advocacy

This means that the failure to publish high-quality contents on a regular basis has its serious consequences. Remember that there is an opportunity cost, which is not always in figure, involved in content marketing. For instance, if you are regularly publishing contents that your audience expects and failed to do so at a particular day, then you are running the risk of your audience looking for other related contents. What’s worse they may find delight reading contents of your rival.

The message is clear: publish contents on a regular basis not just to meet the expectations of your target audience, but to reap the tangible and intangible benefits of content marketing.

If you are going to discuss return on investment (ROI), make sure that you take into accounts the intangible benefits listed above. True enough, metrics are foundational aspects of ROI ad getting the most of the analytics is a must if a content marketer wants to gauge the efficiency of the strategy more accurately.

Quantifying the measurable indicators may not necessarily provide the insights that content marketers should be looking at instead. The insights will only be shortsighted and will not offer a holistic view on the success of the strategy. This is how important the intangible benefits are.

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Customer Service Technology

To best serve your customer’s needs and give them the proper experience they deserve, there are smart ways on how to execute your excellent customer relations through customer service technology. By using this technique and by taking advantage of it, it will also help you, as a business in anticipating customer needs by the use of new technologies.

Keep in mind that the quality of service lies on how you take action to your customer’s requests.

The Internet

Almost everything revolves around this medium. Therefore, it is one tool you can generally use to push those efforts in rendering quality service to your customers.

Websites 

On your website’s page, it is important to provide areas where customers can answer their own questions, perhaps a FAQ (Frequently Asked Questions) portion. You can also provide something where they can also seek answers from others.

E-mail 

By providing an e-mail address where your customers can quickly keep in touch with you and on your end, make you respond quickly to their needs or certain requests as well, makes it a way to improve your customer service.

Communications 

Unify your communications system so that you will know whether a costumer who left the same message on your webpage also sent e-mail with the same request a few days ago. With that, you will not have the difficulty in tracking and responding to your customers.

Social Media 

This is one best way to immediately respond to your clients/customers. With the help of notifications from your Facebook or Twitter accounts, you will know which messages should be given prompt actions and prioritization.

Software

By using communication software, this is one way to have a more sophisticated tool in gathering customer demands and requests over a time, such as having a customer relationship management.

Which should you focus?

Of course, the goal of your business in terms of customer relations is to provide customer loyalty at your end and there is no better way to do that than to offer your best quality products and services and be responsive to your customers. Reaching out would mean that you care for them and that you want them to experience one hundred percent of the best. However, new technologies today have become too occupied with so many channels for information gathering of which customer requests should be focused because of its complexity.

Below are some things to keep in mind on what technology you should use to raise the quality of your customer service focus:

Data management and analytics. Use data collected from customers to analyze their preferences.

Insight-driven marketing. This would mean gaining insights into your business from customer data to have more effective target marketing.

Marketing automation. Streamline and automate business processes to be able to improve on efficiency and to keep low on your costs.

Self-service optimization. Find ways for customers to interact with your business whenever they want to.

Workforce effectiveness. As a business, you should encourage your staff to embrace new ways in improving customer treatment by providing tools and training to deliver quality service.

Now that you have already tidbits and insights on how to power-up those customer relation techniques, it would be a great help for your company to keep these in mind. Practice these steps and you will surely embody the traits of what customer service should be.

If you have any more additional insights, feel free to share them away on the comment section below!

Source: inc.com

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The post Is Taking Advantage of Technology a Solution in Managing Customer Relations? appeared first on Internet Marketing Reach.