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

agencies Designworks Intuitive Human Computer Interactions mcchoco Windows

Latest News

Aussie Success Story Afterpay Unveils New Brand Identity
  • Marketing

Aussie Success Story Afterpay Unveils New Brand Identity

Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
  • Media

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”

How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]

by B&T Magazine

B&T Magazine
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
  • Advertising
  • Media

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media

The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]

by B&T Magazine

B&T Magazine
I’m Not Loving ‘Karens’, For What They Highlight About Our Society
  • Opinion

I’m Not Loving ‘Karens’, For What They Highlight About Our Society

In this guest post, the CEO of PR/comms agency Extollo, Katy Denis, examines the social phenomenon of our time – the entitled ‘Karens’ amongst us & why they can be such a danger… Until last week, I had no idea who or what a “Karen” is. Thanks to (and I use that term very lightly, […]

Opinion

by B&T Magazine

B&T Magazine
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]

opr Adds DocuSign To Client Roster
  • Media

opr Adds DocuSign To Client Roster

Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
  • Media

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham

A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

Columnist poses the question - would TikTok be missed? B&T says not as much as vanilla Paddle-Pops or Best Of Red Faces.

Opinion

by B&T Magazine

B&T Magazine
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
  • Media

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]