Customer service calls will always be part of the propane, heating oil, or energy business. That said, not every call needs to happen. Many inbound calls are repetitive and preventable with the right marketing tools. When customers can quickly find what they need, your customer service representatives (CSRs) can spend less time answering the same questions and more time handling issues that truly require human support. Keep reading to learn more about how smart marketing helps reduce unnecessary call volume while still delivering a great customer experience.
How to Reduce Call Volume & Keep the Same Great Service
1. Promote Your Customer Portal
If your company offers an online portal, it should be front and center across every marketing channel, including obvious and direct access on your website, to promote tasks that can be completed through it, like:
- Ordering fuel
- Requesting service
- Paying a bill
- Changing account settings
- And more
2. Answer FAQs on Your Website
Many CSR calls stem from the same handful of questions. By creating a clear, dedicated website page for frequently asked questions, you can address your most common call drivers and use this same information across your social media and email marketing campaigns to reach all customers.
3. Use Email Marketing to Set Expectations Proactively
A number of calls happen simply because a customer doesn’t know what to expect. Emails are one of the most effective tools of reducing uncertainty around:
- Delivery timing and holiday schedules
- Weather-related delays
- Service appointment reminders
- Policy updates and pricing notices
Related Post: Are Your CSRs Communicating Effectively with Homeowners?
4. Drive Customers to the Right Online Forms
Service requests, budget plan enrollment, new customer inquiries, and even general questions can often be handled through structured forms on your website. This allows your team to prioritize, route, and respond more efficiently.
5. Reinforce Self-Service Through Consistent Messaging
Customers take cues from what you emphasize. If every message says, “Call us today,” they likely will. If your messaging highlights online tools and more precise action, you may notice a shift in behavior. Balance your calls-to-action with specific phrases, such as:
- Manage your account online
- Request services in seconds
- Log in to view your account history
- Order fuel online
Related Post: Why Smart Marketing Planning Should Last All Year
Marketing That Supports Your CSR Team
Phone calls will always matter, especially in the energy industry, but when marketing is used intentionally, it reduces the stress placed on your CSRs and allows them more time to create a better experience for everyone involved. Consumer Focus Marketing can help you build the digital tools and campaigns that make this shift possible. Our strategies guide your customers to the right place first, so your CSRs can focus on what truly needs live conversation. Request more information about our marketing strategies today.