How To Grow Your Customer Base This Peak-Period: Salmat CMO

How To Grow Your Customer Base This Peak-Period: Salmat CMO
SHARE
THIS



Increasing your customer conversion is important throughout the year, but if you are a business with peak periods, conversion is absolutely crucial during these times, says Salmat CMO Sarah Pike in this guest post.

A good example of this comes from the private health insurance industry where the annual health insurance rate change in April and the end of financial year are business critical periods for these companies, and only those that can offer a good customer experience succeed.

During these times, millions of customer are shopping around for the best deal on their health insurance, but if these businesses can’t give them the information they need quickly and easily, they’ll look elsewhere.

Be ready to answer the call

No matter how good your contact centre is, the pure volume of calls coming through during the peak seasons will most likely be too much to cope with, diminishing your customer service standards. An on-demand contact centre is a great option to help you manage the load in the short-term to ensure customers aren’t on hold for too long and sales aren’t lost.

An outsourced contact centre can also help with outbound calls to online customers requesting a quote or more information. According to Forbes, companies waste 71 per cent of potential leads, with one of the main reasons being a failure to respond fast enough.

Pop-up contact centres are a cost-effective way to scale your call centre up and down when you need, ensuring the contact centre team can maintain its performance through the busy times.

Create a slick online experience

More and more Australians are shopping online with the Australian Communications and Media Authority reporting that three quarters (77 per cent) of Australian adults undertook an online transaction last year.

When it comes to your website, first impressions count, as researchers found that it takes less than two-tenths of a second for an online visitor to form a first opinion of your brand once they’ve perused your website. What does your website say about you?

When looking to improve your customer experience online, it’s good to start with the data you already have. Take advantage of Google Analytics’ Site Search to find out what your customers are searching for, where they are coming from and where they are going. Make sure you filter your keywords regularly to optimise the words that are working well and save money on the keywords that have high costs but low conversion.

Of course visuals are important, but text is even more crucial. While insurance isn’t sexy, it’s important your copy isn’t boring, otherwise your customers will click off. Be sure your website copy is compelling, interesting and most importantly, unique.

Finally, is it optimised for mobile? Research by PayPal and Ipsos found that Australian smartphone owners do much of their shopping research on the go, with 30 per cent using their mobile to search for information on products, 27 per cent using it to find a physical store or information about a business, and 23 per cent using it to read customer reviews. In 2016, a mobile responsive site is essential.

Be ready to respond immediately

A global study by LivePerson found that 83 per cent of customers require some degree of customer support while making an online purchase, and 31 per cent will take their business elsewhere unless help is accessible immediately. You need to make it easy for your customers to contact you 24/7 with some form of online front desk such as live chat or a virtual agent.

Investing in a virtual agent will help ease the pressure on your contact centre, while returning the right answers 80 – 90 per cent of the time. They also capture every query, helping you pinpoint insights and unlock customer behaviours. Utilities company EPCOR implemented a virtual agent to adapt to changing customer preferences and within the first year, the company saw over 60,000 queries answered online, with an unanswered rate at a low 0.12 per cent. This sharply reduced call volumes and made a marked improvement in customer satisfaction.

Live chat also has a high customer satisfaction rating and is proven to help conversion, with 51 per cent  of customers stating that they were more likely to purchase from a website if they could get answers via live chat. Tax and finance software company Intuit utilised live chat so effectively they increased their conversion rate by 211 per cent, and increased average order value by 43 per cent.

Australian companies across the board fail to deliver an excellent customer experience according to Forrester’s 2015 Customer Experience Index. However, this is changing, with 50 per cent of brands stating that improving customer experience is their top strategic priority.

If conversion is taken seriously and resourced properly, big gains can be made. Customer experience is often the difference between the winners and the losers, with CX leaders outperforming customer experience laggards by around 20 per cent on metrics like advocacy, recommendation, retention and willingness to repurchase.

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]