Companies can position customer service teams to provide customer context to CRO teams

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 11, 2019, 2:14 PM UTC

Placing sub-teams to gather and analyse insights can link customer services to conversion rate optimisation (CRO).

This article states that customer service teams can gather useful data and enhance consumer experiences by using technologies like artificial intelligence and machine learning. Businesses can leverage this position of customer services to glean contextual information and enhance campaigns’ conversions.

Customer service teams can provide customer context to CRO teams through surveys and feedback. It can further help CRO teams to improve customer journeys. Brands should place sub-teams within the customer services to gather and analyse consumer data linked to conversion rate optimisation.

Businesses can further create “linking pins” to effectively transfer the insights provided by customer service teams to the CRO teams. By leveraging insights from customer services, CRO teams can effectively establish their desired combination of qualitative and quantitative inputs to their processes.

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