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How to Use Customer Service as a Marketing Tool

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Customer Service is a vital tool for any digital marketing plan. In this activ Digital Marketing  blog, we will discuss strategies that should be considered when working customer service into your marketing plan and why it is a crucial tool for all businesses and organisations. 

Activ Digital Marketing can assist you in elevating your customer service. Quality customer service can be a huge benefit to a brand by enhancing customer satisfaction, improving brand perception, and driving customer loyalty. 

We’ve broken it down into a bite sized ‘How to’ document, so take in this three minute read and drop us a line at 0345 395 0300 if you need assistance in upscaling your customer service offering.

Here’s how we at activ use customer service tools and how you can effectively use these tools also in your digital marketing efforts by considering the following strategies:

Social Media Listening and Engagement: Utilise social media management tools to monitor brand mentions, customer comments, and messages across various social media platforms. Respond promptly to customer inquiries, complaints, and feedback. By actively engaging with customers on social media, you can demonstrate your commitment to customer satisfaction and build strong relationships.

Help Desk Ticketing System: Implement a help desk ticketing system to manage customer inquiries and support requests efficiently. This tool allows you to organise, prioritise, and track customer issues, ensuring that nothing falls through the cracks. It enables your customer service team to provide timely and consistent responses, leading to improved customer satisfaction.

Knowledge Base and Self-Service Tools: Create a comprehensive knowledge base or FAQ section on your website that addresses common customer queries and provides self-help resources. This empowers customers to find answers to their questions independently and reduces the need for direct support. Use customer service tools to build and manage a knowledge base that is easily searchable and regularly updated.

Email Management Systems: Utilise email management systems to streamline your customer communication via email. These tools help manage email inquiries, automate responses, and ensure timely follow-ups. Personalise your email responses based on customer data to provide relevant and targeted support.

Customer Feedback and Surveys: Implement customer feedback tools to gather insights about your customers’ experiences and satisfaction levels. Send surveys or feedback forms to collect valuable feedback that can inform your marketing strategies and identify areas for improvement. Analyse the feedback to understand customer preferences and tailor your marketing efforts accordingly.

CRM Integration: Integrate your customer service tools with your customer relationship management (CRM) system. This enables a seamless flow of customer data between the two platforms, allowing your marketing and customer service teams to have a holistic view of each customer. By leveraging customer data from your CRM, you can personalise your marketing campaigns and deliver targeted messaging.

Performance Analytics: Leverage customer service tools that provide performance analytics and reporting capabilities. Monitor key metrics such as response time, customer satisfaction ratings, and issue resolution rates. Analysing these metrics can help you identify areas for improvement, optimise your customer service processes, and enhance your overall digital marketing strategy.

Collaboration and Team Management: Choose customer service tools that facilitate collaboration and team management within your customer support team. Features like internal chat, task assignment, and knowledge sharing enable efficient communication and ensure that customer inquiries are handled promptly and effectively.

As the digital world evolves at a rate which is often difficult to keep up with, it’s important to stay informed and make adjustments that fit with your values and if the customer experience can be improved by embracing these new technologies, add this to your planning. 

Here at activ Digital Marketing we’re consuming as much of the discussion online about AI as we can fit into our day and whilst there are some concerns about how AI is used in the digital marketing industry, we feel very comfortable about its use, alongside human interaction, within customer service. We don’t as yet have AI integrated within our websites but here are some examples that should be considered:

Live Chat: Implement a live chat feature on your website or mobile app to provide instant support to your customers. This tool allows you to engage with website visitors in real-time, answer their questions, address concerns, and guide them through their purchase journey. Live chat can significantly improve customer experience and increase conversions.

Chatbots and AI-powered Assistants: Deploy chatbots or AI-powered virtual assistants to handle routine customer inquiries and provide instant responses. These tools can help automate customer support, provide 24/7 availability, and reduce the workload on your customer service team. Chatbots can also be used to gather customer data and provide personalised recommendations, enhancing your digital marketing efforts.

If you want to find out more information about how activ Digital Marketing can assist your business in integrating customer service tools into your digital marketing strategy, and deliver exceptional customer experiences, build strong customer relationships, and drive positive brand perception, leading to increased customer loyalty and advocacy, get in touch at

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