Customer satisfaction plays a critical role in your marketing campaign, even to the point of success or failure.

If your marketing campaign is successful, which is obviously the intention for spending money on it, then it will undoubtedly drive more traffic to your website.

Nowadays, with Social Media so prolific, the holy grail of word of mouth advertising is now more significant than ever.  Get it right and the rewards can be phenomenal, get it wrong and it can do permanent damage!

So, if a well run social media or online advertising campaign can drive business to your site it’s a great success…but make no mistake, this could be just as devastating to your business as it could be good. Why?

Simply put, if customer satisfaction fails at some point in the sales or support process, the very same well executed marketing campaign will ensure that all of your target audience get to hear about the dissatisfaction of your customers and this can have lasting negative consequences.

Let’s put this into perspective for a moment.  Your website is there to service all inquiries and to convey a good company image across all areas to all segments: customers, partners, job seekers etc.  Having a site that communicates effectively to all these segments is clearly impossible which is why navigation exists, people go to the sections, and ultimately the information, that appeals to them.

However, if you’re in the business of promoting a new product (or service), you want to make sure that prospects can ‘reach’ that new product and get to your sales people quickly and effectively as they respond to your online advertising while they still maintain an interest in the product you are offering

Traditionally, this has been a problem and has resulted in high bounce rates and/or low conversion rates evidenced by comparing the statistics and behaviours to real-world results where it’s well documented that conversion rates are often 20 times higher than online.

So, what’s the crux of this difference between the online and real-world conversion rates..?

Human interaction.

When a visitor responds to a social media campaign or even a regular banner ad, they arrive as an interested prospect to a website…which is just passively waiting for the customer to “Contact Us” or find the telephone number to make a call…which we all know has a very low response rate.

What is needed then is a proactive measure on the part of the company, a way to greet prospects as they are responding to the banner ad or marketing message.

This is what ActiveReception is all about.

Living up to your promises of customer satisfaction begins the moment a prospect comes to your site, with ActiveReception, the visitor can be welcomed and offered assistance in real-time with one of your real sales or support professionals.

The lasting effect of this is that even if the customer doesn’t convert, or even engage in chat on this visit, the impression they will be left with is that you care and your company is a capable and customer-centric business so will be more likely to consider you in a purchasing process.

Being proactively there for your customers can make or break the most successful marketing campaign…and the smaller we make the world with social media, the higher the stakes to getting this right.