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Customer service and marketing
Customer service and marketing

Why customer service and marketing should collaborate

As consumers are beginning to turn to a company’s social media for more and more enquiries, the need for customer service and marketing to be streamlined is becoming essential. As a customer, it is fairly obvious when the two do not work together, you get mixed answers and more often than not you have to send a separate email asking the same questions. Statistics from MarTech have shown that 30% of customers will go to a competitor if a company does not respond on social media! If you have not already got your marketing and customer services departments on the same boat, then now is the time to start. One of the key ingredients to developing a symbiotic relationship between the two departments is establishing a good level of communication. In the article we outline a few of the many benefits to getting customer care and marketing departments to work together.

1.     Social Media support

Social media — while primarily used to market a company and engage with consumers — is used for customer support. Most the time the person receiving the messages relating to customer service is the company’s social media manager and they are certainly not as qualified to answer them as someone from your customer service department. It is easy enough to implement a system where questions relating to customer service are redirected to that department and there are multiple ways of doing this:

-     You can add customer service representatives to social media channels so that if and when there is a question, the social media manger can notify customer service who can then go online and respond. This way can only work in smaller corporations. As companies get bigger, you will need to use a more streamlined program.

-     You can use a program like Hootsuite where both departments can see what is happening and marketers can send questions to the relevant person (this can also be used to send customers to sales should that be the request).


2. Understanding and Knowing your consumers

One of the strategies of the marketing team is to understand and develop a representation of who their target audiences are. Having a strong knowledge about who your ideal customers are helps you create better content to market to them, gain higher quality leads and develop a better service in general. The department that knows the most about your customers and therefore your potential clients is customer service because they are speaking with your consumers everyday and helping solve their problems! So, how can you get the two to be more streamline in this regard? Have people from marketing listen to some of the recorded calls from customer service or sit in on a couple meetings to get a better understanding of your target client’s needs.


3. Streamlined Communication

Often the easiest number to find is the one for customer service so when a client or a prospect wants to query something or find out more about a campaign, customer service are usually the ones who answer. However, if your customer service team knows nothing about your current campaigns or where to sign up for a live webinar you may be hosting, they cannot help the client or prospect. While it is easy enough to transfer the call to someone who does, it is certainly useful for customer service agents to know what campaigns you are running in order to better answer questions and put the customer or prospect through to the right department immediately. Call whispering which we mentioned in our last article is probably the best way to anticipate your callers needs.


4. Sharing customer reviews


Our friends over at Leadbyte have been successful in implementing this strategy. Having your customer service team and marketing department working together means you can easily identify which clients make for excellent case studies to show your prospects exactly how your services can assist them. With this information customer service can be on the lookout for these kinds of cases and confirm that clients and prospects are okay with their stories being shared. When customer service and marketing are on the same page, like Starsky and Hutch, Batman and Robin and SpongeBob and Patrick, they work as a team and can help one another work to the best of their ability.


6. Happy Customers

Regular meetings and a constant flow of communication where each team share their insights has the potential to result in happy customers and an increased amount of leads. Once the channel has been opened customer service are more inclined to tell marketing what topics consumers are asking about for eBooks and blog posts and marketing are more likely to keep customer service in the loop about their campaigns. The result? Satisfied clients and more prospects in the pipeline!


Marketing and customer service are both invaluable teams to keeping customers happy, so it makes sense that the two collaborating can make for some happy customers. If you want to know more about call whispering, AI and call centres, have a look at our last post here and if you need some high quality leads get in touch with us by emailing !



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