Inbound costs (like call centers and customer service departments) can be expensive to manage. And while they’re extremely valuable–they can suck up a big portion of your budget before you even realize it.
But if you’re looking for ways to lower your inbound expenses, you’re in the right place.
Because guess what? There are some surefire ways you can dramatically reduce your costs associated with the overall customer experience–without sacrificing an ounce of quality.
With the right resources and an open mind, you can cut down on your inbound expenses so your budget is spent on offensive marketing tactics–not defensive ones (like customer support.)
In this post, we’ve outlined five simple steps that will help you work smarter – not harder – when it comes to your inbound efforts.
Step 1: Proactively improve your online experience
If you’re not keeping a close eye on areas where your customers struggle to use your website, you could be missing major opportunities for conversions.
It’s up to you to quickly identify areas where your customers are having issues, and to immediately fix them. Otherwise, you’ll have a leaky sales funnel that’s costing you precious customers.
So how do you spot those points of struggle? On-going examination of how users interact with your website helps you keep a close eye on any areas for potential improvement. With helpful resources like heat maps, session replay, and machine-learning solutions like the CS Score, you can take a proactive approach to website optimization and constantly enhance your online experience–before major issues force you to.
Step 2: Track your leads to deliver relevant, helpful content
By understanding what your customers are looking for at each stage of their visit, you can deliver the right information at the right time–meaning less of a need for offline customer support. Before customers even think to ask a question, you can deliver helpful materials that improve their experiences and keep them moving on the path toward conversion.
How can you better track where your visitors are at in their journeys?
- Conversion funnels that indicate where leads are in the conversion process
- Forms that collect important customer data
- Use interactive content (like polls, calculators, and assessments) to discover customer pain points and needs
All of these resources work together to paint a realistic picture of what your buyer needs from you–and you can put this data to work by following up with the right information and encouraging the conversion.
Step 3: Monitor site bugs and errors so they can quickly be fixed
If you’re not getting alerts that notify you when there are technical errors or bugs that impact the purchase process, you can expect an influx of calls to your support center. And more calls = more money spent.
The easy fix? Use solutions that keep you and your website team up to date on issues that lead to angry, frustrated customers (think broken links, images not displaying, or payment processing errors.)
You should be immediately notified if there are site elements that need your attention. Otherwise, you’re leaving it up to your customers to tell you something’s wrong.
Step 4: Implement call deflection
Call centers are often one of the biggest expenses related to customer service. Some quick number-crunching shows that at even just $7.76 per call, 1,000 calls per day results in an annual bill of nearly $2.8M. Yikes, right? And yet many companies still use this as their primary method for customer support.
What’s more: Data shows that customers actually don’t even prefer this medium: So what’s a better option?
One option is to introduce call deflection that sends customers to different channels–like a resource page on your website, live chat, or blog content that answers their questions.
It pays, too: Reducing your calls by just 15% could save you $420,000 per year. By optimizing your website, offering multiple support mediums, and focusing on maintaining top-notch quality for your products and delivery–you can make a major impact on your bottom line.
Step 5: Create a FAQ Page and Support Forums
We just talked about the importance of support mediums other than call centers, so let’s look in greater detail at some of the other support offerings you can put out there for customers. These resources empower your site visitors to self-address problems and to independently troubleshoot (without having to wait for an open phone support provider.) Think about adding:
- An FAQ page that answers some of your more common questions
- Live chat (especially on checkout screens) that help keep buyers on-site and from abandoning their carts
- How-to articles that show users how to complete important processes or use your offering(s)
- Video tutorials that demonstrate common processes or showcase items with visuals
- Support forums that let your community members help each other
Do you customers want to waste time waiting to reach your support team over the phone? Nope. They want a quick and easy answer–and their attention spans are short. Having these additional on-site resources means users can do more on their own.
Lower Your Inbound Expenses & Make Your Community Happier
With these five steps, you’ll be on the path to lowering your inbound budget right away–and empowering your visitors and customers at the same time. Remember: Be proactive about improvements, track your leads, monitor site bugs, deflect more calls, and give users some helpful resources they can put to work.
Ready to implement a solution that allow you to do this? Start a free trial of SessionCam today.