As an overworked marketing professional, you are expected to generate a greater return from a small budget across more channels. Luckily, with current monitoring tools available such as; call tracking and web analytics, the ability to measure the success of a campaign has been made much simpler. However, one of the areas we find is always overlooked in a marketing campaign is how successful the response mechanisms are at generating enquiries. Before starting any campaign, we always recommend that a company conducts a response audit that will ensure there is no blockage in how customers can get in touch with you. In this article we provide an easy to follow check list to help you conduct an audit across different response mechanisms.
In this multi-channel world, customers want to be able to contact your company in many different ways. Furthermore, there has been significant growth in response mechanisms you can use (telephone, email, text, social media etc), which allow you to have a continuous dialogue with your customers. The problem you face is that with each response mechanism you introduce into your business, you need to ensure that staff are fully prepared on how to maximise its use. For instance, there is no point in introducing live chat onto a web site if you do not have sufficient staff to engage users on a one to one basis. You must have an understanding of how your customers like to interact with you. Many retail website owners think that customers prefer to contact them online when in fact online contacts only make up a third of customer enquiries.
With this information in mind, as a business it is up to you to ensure that all response channels are clear and ready to receive your customer queries.
The most important issue with the response mechanisms you use is ensuring that they work, go to the right place within your business and your staff are trained and ready to respond. Whilst this might seem obvious, the more mechanism you have in place the greater the ability for things to go wrong or not work. There is no point spending a fortune on Google advertising if the link does not work or goes to the wrong page. By conducting a response audit we will give you a check list of things to do to ensure this does not happen. We have split it down into 4 easy to follow steps:-
- Step 1 – decide which response mechanisms you want to put into your advertising and marketing material.
- Step 2 – follow the check list below for the different mechanisms to ensure that they are working.
- Step 3 – ensure your staff are trained on how to pick up and respond to enquiries via the different mechanisms you have chosen. Document the service levels you expect to give to customers (i.e.: answer the phone after 3 rings or respond to an email within 15 minutes etc).
- Step 4 – ensure appropriate reporting is in place to monitor effectiveness of your responses.