There are many ways that a newsletter can improve customer service. When it comes to customer service, the quality and customer experience are what impacts people’s perception of your company. Newsletters are one way you can contact your customers and potential customers to increase the goodwill towards your brand.
If you do it right, a newsletter can add immense value and be a useful resource for your customers. Done badly, you’ll at worst be reported (and possibly prosecuted) for spam and at best be ignored.
So how do you make sure you get the message right?
The legal stuff
Make sure you know the rules & regulations in your country. In Australia, the Spam Act 2003 is enforced by ACMA, and I’ve given links for most of the legal issues in 3 Tips for a Nifty Newsletter anything else you need can probably be found on the ACMA site.
What to send
If you’re using a newsletter as a customer service tool, it shouldn’t be written by the sales department. Instead of focusing on selling to your customers, take the time to inform them. Some of the topics you could cover are:
FAQ
Use anything that is often asked of your customer service team. Tell customers how to find information themselves on your website. Do a survey to find out whether they’d like a portal where they could log into their account to look things up for themselves etc.
Industry news
Share the latest news in your industry that may impact customers. For example, if legislation changes that will change how you do business, tell customers. Then if, or when it impacts them, they’re more likely to remember and understand.
Staff profiles
Let customers get to know the people they talk to on the phone or via email as well as back-office staff. Customers are much more likely to have positive interactions with people they “know”.
Inside knowledge
Give your customers a bit of knowledge so they can DIY, share a few professional secrets or share a guide on what to look for when you need a whatever just make sure it’s informational not advertising.
Company news
If you’re moving premises, if you’re changing the way you do something, share your opening hours, let people know how to contact you, share your social media details
Customer celebrations
If a customer has had a major milestone or win (with permission), share it with your other customers, do a profile of a regular customer and let them advertise their business or favourite causes.
Social good
Share information about your favourite charities, if one is running a special event, make sure you share it with your customers. Invite your customers to share any charitable events they will be doing.
Marketing
Lastly, although I’ve said not to advertise – if you’re having a sale or some sort of special, by all means let your customers know. Even better, give them an early bird pass so they can get in before everyone else.
Keep customers informed of changes in the company and the way you do business to build a relationship. If you stick to giving your customers informative content without selling it will help build a stronger bond. You’ll help them feel like they’re “on the inside” and you can prepare them for changes and prevent nasty surprises. So focus on how your newsletter can improve customer service rather than on making sales.
