This document discusses how customer service can be used as a marketing tool to increase revenues. It provides data showing that brands who improve customer service see 10-15% revenue increases while lowering costs 15-20%. Additionally, 70% of Americans are willing to spend more with companies providing excellent customer service. The document then discusses specific strategies like capturing customer data from websites and mobile apps, using CRM software to track metrics, engaging customers on social media and search, implementing loyalty programs, and holding events to generate more business.

1. HOW TO USE
CUSTOMER
SERVICE AS A
MARKETING TOOL
COMCAST BUSINESS PRESENTS
MODERATOR
GENE MARKS

2. GENE MARKS Steve Jones
MODERATOR
Elizabeth Kwiat
Comcast
Sr. Director,
Digital Project
Management &
Development
CMO
The Hartford
Small Commercial
Division
Owner
Marks Group PC
PRESENTERS
Tim Walz
Comcast
Sr. Director,
Revenue
Generation

3. Better Service = More Revenues
Brands that improve customer service see revenues increase 10-15%
while lowering costs by 15-20%.
McKinsey & Company 2014
70% of Americans say they are willing to spend more with companies
that provide excellent customer service.
American Express, 2015
Small merchants believe that in 2015, over 70% of their revenue
came from loyal customers.
Source: Belly study, 2016
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4. HOW CAN CUSTOMER SERVICE
INCREASE YOUR REVENUES?

5. CAPTURING DATA: WEB
70% of visitors expect a company's website to include a
self-service application.
ZenDesk
83% of customers go to a company's website for information.
Super Office Survey - August 2017
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6. CAPTURING DATA: MOBILE
Mobile search generated 27.8 billion more queries than desktop search
in 2017 so far.
Search Engine Land
90% of customers report poor experience seeking customer support
on mobile.
Software Advice Inc.
More than 65% of customers aged 18-44 use mobile for customer
service more than once a month.
Super Office Survey - August 2017
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7. WHAT WEB/MOBILE DATA
CAPTURING PROCESSES
WORK BEST FOR
YOUR CUSTOMERS?

8. CRM
The CRM market is worth $37 billion in 2017
Gartner, 2016
74% of CRM users say CRM has improved their access to customer data.
Source: CRM Today 2017 study
The biggest names in CRM software are Adobe, Salesforce, SAP,
Oracle, and Microsoft, with Adobe being most popular
with 26.9% of the market share.
Source: ReadyCloud study, 2017
40% of sales people still use informal means such as Microsoft Excel
or Outlook to store its lead and customer data.
Source: HubSpot study, 2016
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9. HOW IMPORTANT IS CRM
TO YOUR BUSINESS?

10. MOST POPULAR METRICS
Individual Level:
Resolved cases, customer interactions, customer satisfaction,
average handle time.
Team Level:
Time to first response, interactions per resolution, customer
satisfaction, average handle time, customer contact rate.
Case Level:
Cases by time created, topic, locale, customer level.
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11. WHAT CUSTOMER SERVICE
METRICS DO YOU USE
TO INCREASE REVENUES?

12. SOCIAL AND SEARCH
45% of customers share bad customer service experiences while
30% share good ones via social media.
Source: Zendesk survey
70% of companies are still not collecting data from social media channels.
Source: Data & Marketing Association study, 2016
88% of people have been influenced by online reviews while
making their purchase decisions.
Source: Zendesk survey, 2016
When asked to select their most important platform, 55% of marketers
chose Facebook, followed by LinkedIn at 18%. Plus, 67% of marketers
plan on increasing their Facebook marketing activities.
Source: Social Media Examiner study, 2016
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13. HOW DO SOCIAL AND SEARCH
IMPACT YOUR REVENUES
FROM EXISTING CUSTOMERS?

14. Loyalty
Prepaid gift cards have increased sales on average 30-40%, with
shoppers spending 20-60% more than a card’s value.
J. Bailey Inc.
72% of gift card recipients will make a return trip to the store.
Shopatron
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15. WHAT DO YOU DO
TO INCREASE YOUR
CUSTOMER LOYALTY?

16. Campaigns and Events
02 61% of B2B marketers rate webinars as the most effective
content-marketing tactic.
Source: Content Marketing Institute study, 2014
01 According to Forrester Research, tradeshows and events are the
second most effective tactic in the marketing mix, after a
company’s website. Forrester also reports that 25% of the average
B2B marketing budget is spent on events.
Source: Cvent study, 2014

17. WHAT EVENTS
DRAW IN CUSTOMERS…
AND GENERATE REVENUES?

18. QUESTIONS?

19. GENE MARKS Steve Jones
MODERATOR
Elizabeth Kwiat
Comcast
Sr. Director,
Digital Project
Management &
Development
CMO
The Hartford
Small Commercial
Division
Owner
Marks Group PC
PRESENTERS
Tim Walz
Comcast
Sr. Director,
Revenue
Generation

20. Find ideas, solutions, and perspectives from experts and real business
owners at the Comcast Business Community.
comcastbusiness.com/community
Comcast Helps Businesses Perform Better