Customer operations
What to include in a customer support brief
A clear brief helps a support team answer consistently, escalate the right issues and report information your business can use.
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Prospect research
How to define a useful prospect list
A useful list begins with a precise market definition and the information your outreach team genuinely needs.
Read this guideSearch visibility
A practical first SEO review
A first review should identify the few issues that most affect discovery, useful visits and the pages tied to business enquiries.
Read this guideCustomer operations
What to include in a customer support brief
Published
A clear brief helps a support team answer consistently, escalate the right issues and report information your business can use.
Start with the work customers actually need help with. List the common request types, the channels customers use and the decisions an agent may make without approval. This gives the delivery team a practical operating boundary from the first day.
Describe the service in customer language
Include examples of real customer questions and the answer each one should receive. Add approved wording for prices, availability, returns, bookings or account changes. Note any subjects that must be handled by your own team.
Make handoffs unambiguous
Name the person or team responsible for urgent, sensitive and unusual requests. Explain what information should be collected before a handoff and how quickly each type of case should be raised.
Agree how the work will be reviewed
Choose a small set of review points that match the service. These might include response quality, unresolved cases, common customer questions and actions needed from your business. Set a regular time to review them together.
Prospect research
How to define a useful prospect list
Published
A useful list begins with a precise market definition and the information your outreach team genuinely needs.
Before research starts, write down what makes an organisation or person relevant to the campaign. Broad labels such as small business or decision maker usually leave too much room for interpretation. Use criteria that a researcher can verify consistently.
Define inclusion and exclusion rules
Specify locations, industries, business types, company size signals and relevant contact roles. Add exclusions for existing customers, competitors, unsuitable sectors and any markets your team cannot serve.
Request only fields you will use
Every extra field increases research time and may reduce the number of complete records. Prioritise the details required for segmentation, personalisation and contact. Mark which fields are essential and which are useful when available.
Plan the quality review
Agree how duplicates, missing fields and conflicting information will be handled. Review a small sample before the full delivery so the targeting rules can be corrected early. Your outreach must follow the laws and platform rules that apply to your market.
Search visibility
A practical first SEO review
Published
A first review should identify the few issues that most affect discovery, useful visits and the pages tied to business enquiries.
Begin with the pages that explain your main services, products and locations. Check whether search engines can reach them, whether visitors can understand them and whether each page answers a real search need. This keeps the review connected to the business.
Check access and site signals
Review indexing, crawl access, broken links, duplicate pages, page speed and mobile usability. Confirm that titles, headings and internal links make the purpose of each priority page clear.
Compare pages with search intent
Look at the words customers use and the information shown by relevant search results. Improve a page when it is too vague, misses an important question or asks visitors to act before establishing relevance and trust.
Turn findings into a short action plan
Group findings by impact, effort and dependency. Fix blockers first, then improve the pages closest to enquiries or sales. Record a starting point for visibility and conversions so later changes can be reviewed against the same measures.
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