Thirty years ago, the roles of marketing and sales departments were separate and clearly defined. Marketers, for example, would create a roadside billboard or newspaper advertisement to generate interest in a product or service. The people who would become interested would then go to or call the store, and then salespeople would take over from there.
Of course, the problem with this old-fashioned paradigm was that there was a lack of concrete, precise data on what exact marketing and sales techniques and tactics generally lead to sales. Today, however, a near-infinite amount of data is available as more and more marketing and sales activities move to online mediums including websites, social-media networks, and mobile devices. All of this data is relevant to both sales and marketing, so the two departments need to work together – it is no longer a one-way street.
Web Analytics – General Insights on Your Audience
In such an environment, the correct use of web analytics in numerous contexts is crucial to business success. Here are just a few examples of the questions that analytics can answer to inform future marketing and sales strategies:
- What online channels are sending website visitors that tend to convert the most?
- How are mobile-device users engaging with our website?
- What types of activity on what social-media networks brings the most website visits?
- Which website pages have what conversion rates, bounce rates, and other metrics?
- Which calls-to-action, online forms, and landing pages tend to deliver the greatest number of users?
Online Customer Service Analytics – Insights on Users Needs
Now, nanorep brings also customer service into the web analytics game. nanorep’s solution provides deep, comprehensive insights into knowledge bases and how your visitors or customers interact with the information and messages on your website. Our customers can analyze and use the data to improve the customer service experience and optimize their online marketing by constantly improving messages and information.
What are the most popular questions asked on your website? Once you know the answer, you can train your service team to address those topics and also adjust your website information and knowledge base to recognize and answer such queries. If the existing sales materials and product pages do not cover those topics, then you can also consider whether to revise them.
Customer Intelligence and Trends
By seeing the overall trend in customer inquiries over time, companies recognize changes in product interest and gain valuable business intelligence. If more questions are asked about a given item at a particular time of year, the sales and marketing departments might want increase their efforts to promote that product at that time. If people start to ask when a piece of software will be updated or released for a certain computer or mobile operating system, then the company may want to add that functionality. These are just two examples.
Real Customer Feedback
Website visitors have the ability to provide feedback on the answers provided by the knowledge base. If an answer is not precise or comprehensive enough, then the feedback will let you know to improve the answer accordingly. Such functionality is a way to improve both the quality of your knowledge base and your customer service in general. In addition, the level of feedback is another insight into the customers themselves. If a particular question and answer generates a lot of feedback and discussion, then that topic is likely of great interest to potential buyers. Marketing and sales can incorporate this knowledge into their work.
Certain issues – whether a shirt is available in a certain color or whether a piece of software can be used on both Macs and PCs, for example – can make or break a sale. nanorep shows which questions lead to conversions and/or sales, so the marketing and sales teams can see what specific issues should be addressed in their general work as well.
nanorep tells business what questions need answers to be added in the knowledge base and which queries cause customers to escalate to (expensive!) live agents. This information tells companies when to take actions that will improve efficiency and increase agent productivity by using them for only high-value interactions.
With nanorep, customer analytics brings more value and insights for the marketing and sales departments, as well as to the customer service & support teams. Providing all three departments with valuable business intelligence allows them to make better decisions within the scope of each department and increase performance. Working together with those insights can bring an even higher value to the entire company, by optimizing processes which lead to higher revenues.