Leveraging the Customer Service Team to Create High Quality Advertisements

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“All advertising should be clear and consistently reflect the unique positioning statement of a business,” – TheBalance.com

Customer service has emerged as a major differentiator in competitive modern markets. This stems from the fact that contemporary brands and businesses face informed and empowered customers that demand the highest return on their dollars. Consequently, businesses have deployed legions of customer service operatives to handle customer queries and cater to the requirements of business and retail customers. In addition, the practice and discipline of customer service is undergoing constant refinement in a bid to anticipate and cater to the evolving requirements and preferences of clients and customers. That said, we note that customer service teams can be deployed to create high quality advertisements for a brand or business. We will examine some strategies below.

Employees that work in customer service departments represent the immediate interface between a business and its many customers. This positioning is critical because it empowers said personnel to interact with customers in person, on the telephone, through social media handles, and online chat, among others. The sheer quality of service offered to customers figures among high quality advertisements created by a business enterprise. For instance, a construction business can leverage its customer service team to provide all manner of useful information to customers. This can be achieved through the electronic means stated above. The essential act of supplying customers with useful information ranks high among high quality advertisements that further the commercial interests of said enterprise. Therefore, we may state that customer service personnel play a critical role in creating high quality advertisements for their employer(s).

Assessing and anticipating the customer’s needs and requirements represents an important endeavour for any business enterprise. We note that customer service personnel are ideally positioned to extract such information in the course of their allocated duties. Therefore, brands and businesses should recognise this fact and encourage said personnel to interact with marketing teams and creative groups. The inputs offered by the customer service department may enable the other teams to create high quality advertisements that cater to customer requirements. For instance, visitors and patrons at a quick service restaurant may confide their choice of beverages and food to customer service operatives. The casual conversations enable said operatives to cull information regarding customer tastes and preferences. Further, businesses can tap the resulting information to spot trends in customer behaviour and consumer preferences. These streams of information can help said enterprise to create advertisements that are more relevant.

Customer service operatives should actively offer inputs to sales and marketing teams in the interests of achieving commercial objectives. We note that such co-operation across departments must be encouraged by business managers. Employees that perform well in customer service operations can be encouraged to apply for positions in sales and marketing departments. These individuals may bring valuable business insights into said functions. In addition, the outcomes of such collaboration may include greater business synergies and the creation of high quality advertisements.

New product development attracts high priority in modern business enterprises. We note that significant research and development budgets are allotted to said activities with a view to launch new products and gain a competitive edge. Therefore, brands and businesses should seek inputs from customer service personnel because these individuals represent the voice of the customer inside an organization. They can present divergent views that can test the validity of the prevailing wisdom inside the business. Their ability to draw insights should be encouraged because such insights can power the creation of an informed and balanced consensus. These personnel can contribute a wealth of information in terms of customer preferences and choices. These inputs can be fed into new product development efforts and the subsequent creation of marketing materials such as high quality advertisements.

Online platforms such as email, blogs, digital video, and social media are gaining unprecedented prominence in commerce. Consequently, brands and businesses are working to establish and reinforce beachheads in the cyber domain in a bid to expand their presence in mature and virgin markets. Naturally, high quality advertisements represent the tip of the spear in these strategies because unique marketing materials enable a business to create a distinct commercial identity. We note that customer service personnel should be encouraged to create trial versions of such advertisements through the use of their business knowledge. For instance, a regional cosmetics and beauty products brand may create groups of such personnel and mandate them to attract new customers. Their collective knowledge and professional acumen can enable customer service personnel to devise marketing materials that can be refined and fashioned into high quality advertisements. Therefore, all potential for meaningful contribution should be acknowledged across business groups inside the commercial organization.

Customer interactions comprise the critical hinge in customer service operations. In addition to their regular interactions with business and retail clients, operatives in the customer service department can be encouraged to converse with their customers. These conversations can yield insight into the regular pain points that customers face in their use of a product or service. For instance, a courier service organization can leverage this technique to gain insights that can help the business to offer better and smoother services. Customers may possibly complain about the quality of labels affixed to packages prior to shipping and transit. This information can be disseminated within the business organization and result in the service gaps being addressed on a priority basis. Subsequently, the marketing organization may create high quality advertisements that spotlight the resolution of said pain points. As a result, the courier business may attract a higher number of customers; it may also burnish its brand image in the logistics and delivery markets.

Digital video advertisements represent an emerging category of marketing technologies. Therefore, brands and businesses can leverage customer service personnel to interview clients and customers in digital video formats for consumption by online audiences. The conversation can be directed into the many areas of common interest between a business and its customers. The outcomes can include greater clarity on business objectives, as well as insights that enable a business to achieve higher levels of customer service. We note that this encounter between a business and its clients creates a video artefact that can be fashioned into a range of high quality advertisements for consumption by digital audiences.

In the preceding paragraphs, we have examined some of the techniques that enable customer service professionals to aid in the creation of high quality advertisements. This idea helps corporate entities to expand the scope of creation in terms of ideating on advertisements and marketing materials. Brands and businesses must realise that every employee bears significant potential that can help a business to achieve its commercial objectives. Therefore, modern businesses must demolish silos and facilitate the exchange of ideas and information among the different work groups that populate a business organization. Further, businesses must appreciate the importance of maintaining employee morale by offering avenues of training and professional development. This signals corporate intent to tap employee talents and to develop deserving personnel. The outcomes may include motivated employees whose professional interests converge with the broader interests of the business organization. We note that these courses of action represent an enlightened approach that can profitably inform the development and evolution of modern business practices.

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