Advertising, News

The Value of Customer Service in Ad Tech

Written by Tim Edmundson

Aug 28, 2015

In an industry13586_IG_ValueofCS known for its constant innovation, filled with startups that are seemingly popping up overnight, it’s not easy to stand out amongst the many formidable players in ad tech. But there is one thing that can help set you apart in a world dominated by automation – Customer Service.

Customer service is the X-factor that outweighs all the bells and whistles every ad tech company brags about and all the lofty claims of multiplying clicks and conversion rates.

With so many ad tech solutions to choose from, there’s no reason for companies to tolerate bad customer service. In fact, 82% of customers say they will end a business relationship entirely with a company who has bad customer service, and 85% of customers say they would pay up to 25% more to ensure a superior customer service experience.

So, how do you prove that the customer service you provide, ranks above the rest? Simple. Follow these guidelines to present indisputable evidence to your potential customers that your company is the king of customer service.

START TRACKING YOUR NET PROMOTER SCORE | The NPS, is based on one anonymous and simple question to your customers: On a scale from 1-10, how likely is it that you would recommend [company name] to a friend or colleague? This single question then categorizes each response into one of three tiers – promoters, passives, and detractors.

NPS = % of Promoters – % of Detractors

Because this number is so widely recognized as a sign of customer satisfaction and brand health, tracking it and taking action against results is one of the most important things you can do to show your customer satisfaction in a numerical way.

The importance of this also rings true considering that 83% of customers will trust independent sources, like the NPS, over advertisements and marketing. But don’t just track the number, you need to put a system in place to address concerns and make sure you are constantly improving.

SHOWCASE YOUR RETENTION | Customer retention stats are something that many companies mistakenly overlook in marketing and messaging. Not only does customer retention show your company’s ability to uphold the promises made on your site or on a sales call, it also shows great customer service, partnership, and communication.

Customer retention is not just something you should share with prospects, it also helps validate current customers’ decision to place their trust in you. Considering it is 6-7 times more costly to attract a new customer than it is to retain an existing customer, use what you have!

Your retention can be shown in a variety of ways such as a simple percentage rate, in-depth case studies, or videos focused on the long term relationships you have with specific customers, etc. And always be sure to display retention in your brand messaging.

PRESENT EXPERT ACCOUNT MANAGEMENT | Account management is the aspect of customer service that displays most prominently in the ad tech industry – but isn’t always talked about. The relationship with account managers is an essential component to customer satisfaction and achieving great performance. AM’s are the customer’s guide, so their extensive knowledge about the products and industry should be showcased.

Be sure to show your customers that your Account Managers are versed in all aspects of your business, so they will get fast, accurate, and helpful information on every call. You can quantify the expertise of your Account Managers by sharing the number of years of experience they have at your company or in the industry. Consider introducing the Account Manager when trying to close a deal so that potential customers feel confident that they will be in good hands.

 

Customer service is essential in any industry – but in the ad tech industry, customer service could be that one key factor that sets you apart from the rest. But don’t just make people take your word for it, show them that you know how to treat your customers using these simple tips.