How To Build Relevance with Customer Service

The Relationship Between Relevance and Customer Service

Your brand’s Relevance is determined by your customers’ perception that your brand gives them what they want and need. Relevant brands have a direct bearing on the lives of their customers, and people feel like the brand is “for them.”   

Customer Service can be used to drive Relevance by ensuring that customers not only understand your product and service but can maximize the value they get from it. By helping them navigate your brand, you can fast-track their value discovery and actively demonstrate how you meet their needs.  

Some things to think about doing to improve how Relevant people feel you are, using Customer Service:

1. Does your customer content showcase all the ways your product can be used? Customers looking to discover more about your brand need resources at their fingertips to learn more and will often turn to your service content before reaching out to you directly. Navigational or instructional content all have a role to play in helping the customer understand why your brand is relevant to them.

2. How do you make your customers visible in your solution? There’s no one better placed to help your customers find value from your product or service than your existing customers. The simple starting point is case studies or success stories featuring other users. A customer community that facilitates direct interaction between your customers helps surface new use cases or resonance for your users. 

3. How are you training your Customer Services team? Your Customer Services team should know your brand inside out so that they can quickly surface additional benefits and value to your customers. Consider what information and use cases they have on hand to guide your customers to value.

     

What should you do next?

• Set your service content strategy to guide customers on the use cases that your product or service can deliver. 

• Review and refine your Customer Service training materials to ensure that your Service teams have a rich understanding of your product and service. Critically, they must know how to position it differently for different user personas.

• Identify your most established customers and powerful brand advocates and determine how you can leverage this tribe to showcase greater Relevance for your other customers and prospects.

How to determine if it’s working.

• As your Service teams help your customers to surface additional value from your product or service, you’ll see your product’s Relevance scores in ProQuo improve steadily. 
• If people are finding Relevance in your Service content and are able to self-serve then the volume of inbound help requests through your service channels will also go down.  
  
  
  Guidance from:
  Annie Henderson | Head of Customer Success, ProQuo AI
  
  Annie is customer-obsessed. She's always worked with how people think about companies, and now she turns that expertise to making sure customers get the best from brands.