August 2019
Intermediate to advanced
320 pages
6h 27m
English
Content preview from They Ask, You Answer, 2nd Edition
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58 Website Priority 6 Social Proof
Our entire online buying culture is based on our ability, as consumers, to easily see what others are saying about the products and services we’re interested in purchasing. This is why, in many ways, customer service has become one of your most important marketing tools.
How is this possible?
Because if your customer service is great, they (the customers) may leave a positive review.
But if your customer service is terrible, there is a high chance they’ll leave a negative review.
In either case, other potential buyers will see those reviews and possibly make their buying decisions based on their impression of what someone else said about you. Thus, the intersection between marketing and customer service.
For this reason your organization should be prolific about social proof—what others are saying about you—on your website. Examples of social proof include customer journey videos, testimonials, client case studies, Net Promoter Scores (NPS), and so on.
If you are short on social proof, identify some of your happiest customers. Then ask them to record their journeys as buyers. Leverage these videos on your site and throughout your sales process.
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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