Practical Application: Email as a Customer Service Strategy

Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

In this practical application, you'll have the chance to come up with some strategies to use email as a customer service tool. Find ways to engage customers via email as well as gain valuable information about those customers.

Customer Service Emails

Many major companies have customer service departments that use email to keep track of their clients. For example, when a customer purchases a printer, a card is included encouraging him or her to go to the company website and register the printer, in order to receive up-to-date information and promotions. By registering on the company website, the customer also receives a warranty from the manufacturer, who now knows when the product was purchased and for how long the warranty is good. You can read more about email strategies in the lesson, Adding Value Through Proactive Customer Service.

Email can be an effective customer service tool as it allows a company to keep in contact with clients. If customers accept the offer, newsletters can also be sent via email to keep them up to date on company happenings and any sales or promotions. Emails can also be used to better understand customer buying habits and preferences.

Read the following scenario and then come up with some email strategies a company can use to increase customer service. This activity is useful as it helps build the practice necessary to implement a proactive approach to customer service in the digital age. Customers in the digital age expect companies to be proactive when it comes to providing information and reminders about events and other brand-related news. So it's important for businesses to know how to respond in a proactive way using the available digital tools if they want to succeed in the marketplace.

Business Use of Email in Real Life

Will owns, manages, and operates a mobile pet grooming business, whereby clients can set up appointments for him to come and groom their dogs right in front of their homes. After each appointment, Will sends the customer a reminder card suggesting a time for getting the pet groomed again. Up till now, Will has been sending out printed postcards by way of snail mail.

Now Will wants to save paper and use email as much as possible. He also wants to see what other ways he can use email to enhance his customer service and ultimately increase his sales. Help Will come up with some strategies he can use to enhance customer service for his mobile pet grooming business.

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