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There’s plenty of evidence that marketing activities can reduce the costs of customer service while increasing customer satisfaction—which is far from the usual outcome of such reductions. For example, InfusionSoft, a provider of marketing automation software for small enterprises, primarily supports its customers via a community that blends company-oriented with thought leadership-style discussions.
At the Fusion Marketing Experience in Brussels, Belgium, Olivier Blanchard demonstrated how customer service can leverage social media such as Twitter to reduce costs and hopefully enhance the customer experience. The points he presented, as reported by Jim Ducharme, included:
The more options you offer for customers and prospects to interact with you the better, serving your customers in the contexts and on the devices they prefer.
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