Investing in customer service helps activate your flywheel . Think about how to leverage the customer experience to improve your product or service.

Focus on one goal

The customer service goal is simply your goal, and the value proposition should be how it brings value to your customer and will ultimately create a profitable return on investment.

According to professionals like the ones at Salesforce, if you want to make more money, it’s important to put focus on your customer’s needs and be ready to respond as they raise issues. You can then use the lessons from these interactions to build a more consistent and comprehensive response strategy.

Identify opportunities to drive revenue

I want to close with an example from one of my customers. They have an online marketer who helps them generate leads. They have noticed that most of the leads they are getting are from the same local area. They decided to focus their marketing efforts on those customers and to see how far they can get in that space. They tried a few different tactics, but for the most part the leads that they were getting were not very interesting to the local marketer. In addition, they were receiving a higher percentage of text-based leads compared to email leads. These leads had much shorter lifecycles as well (a few days) so they were not that high quality. The local marketer started to wonder if the digital marketer would want to open up that lead or if it was just too much of a pain to get to. They decided to see if they could convert some of these leads to buy with a call-to-action that didn’t require their customers to visit a website or mobile app. They decided to go with a banner ad that was not even on the page. They took a picture of it and used this as a call-to-action to the user to contact them by email.

The result? They got a great response to their ad. They saw an increase of 22% in leads to them in the next month compared to previous months and ended up taking the lead at a conversion rate of 34%. The entire conversion for them from lead to sale was reduced from an average of 35% to just 28%.

On another note, you need to consider the fact that some of the leads will simply not respond to an email. If you can’t get the lead to click the call-to-action (like the example above), it won’t make any sense to continue with email marketing. You will need to contact the lead by phone or video chat to convince him to visit your website.

Avoid using your own website

What if you have a site with a lot of content, but people just can’t find what they’re looking for? If you’ve already optimized your site, what can you do to improve conversion rates?

First of all, you want to be very clear about your call-to-action on the landing page. In case someone has never visited your website before, he should be able to get a clear idea of what’s going on before hitting “sign up”. Second, you should check the page speed of your site. What if a visitor arrives and spends only five seconds in your website’s navigation? He’s very likely to bounce out of your site. Do you have enough space on your site for him? 3. Find the call-to-action by reading the copy First of all, it’s important to decide which action you want to take.

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