They say marketing shows clients why they should buy a product, whereas customer service shows them why they should return. Although these two goals used to be mutually exclusive, the truth is that nowadays marketers are beginning to see the perks of keeping an active collaboration between both departments. Actually, some experts have even dared to say that customer service is the new marketing.
We agree with them.
Regardless of the product or service a company offers, every single corporation has to deal with customers. It doesn’t matter in which field you are working, you have to keep in mind that, along with your core business, you are also selling customer service to your clients.
The marketing department might invest a huge amount of time and money in order to attract a specific audience, but if the customer is not satisfied after the purchase, all the efforts will be pointless. That’s why customer service has a vital role in the marketing strategy.
The customer support department is skilled enough to identify when the marketing team has created unrealistic expectations among the audience. Additionally, their members can manage certain crisis and fix the relationships that were damaged during the buying process. With these insights, marketers can adjust campaigns accordingly and align their strategies with real customer experiences.
Likewise, this area is not only crucial to keep customers’ loyalty, it is also an endless source of information. The team members interact with clients on a daily basis, so they are perfectly aware of their needs, interests, and pains regarding the brand and its products. This knowledge helps to generate new ideas for the marketing strategy, keep clients interested, and attract potential buyers.
Nevertheless, this symbiotic relationship works both ways. If the two departments keep in touch constantly, this creates a better communication channel with the audience. The marketing department can keep advertising its campaigns through the traditional channels, but if the customer service area is also aware of this type of information, their team members can also share it directly with the clients.
Customer service also works as a differentiator and a publicity tool. If the interaction with the client is exceptional, this can become one of the main reasons for users to choose your brand over your competitors. Amazon is a clear example of the power of customer service since the company is recognized worldwide for its extraordinary client support.
Similarly, if consumers are satisfied with the attention they receive, it is more likely they will turn to social media to share their experiences. However, this strategy can also backfire, because if the service is not efficient enough, it can bring negative reviews and potentially damage the brand’s image.
With this scenario in mind, it is very important that the marketing department and the customer service area work together to offer the ultimate buying experience. Training Community Managers to solve client’s queries and keeping a constant communication between both teams are crucial actions to keep users coming back to the company. In the end, if the goal of branding is to create long-term relationships, marketing and customer service are a match made in heaven.
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Last Edited on May 25, 2018