The customer service and marketing are usually looked upon as two different departments or working processes.
Obviously, companies adhering to such age-old beliefs, plan independently for both these working areas with the employees taking separate courses.
But lately, it seems smart corporate houses have started realizing that both these departments can work in tandem.
With the advent of social media and mobile apps and more customers relying on online reviews, testimonials, feedback’s and product descriptions for making their purchasing decisions, it has become mandatory for the companies to change their old policies and get the customer service and marketing work together.
By doing so, the job of each department can be made easier and the businesses can achieve their goals faster.
One of the obvious advantages of this change is that the age-old problem of customer service department not being aware of the promotions and marketing campaigns adopted by the marketing team is easily solved.
How Does Marketing Benefits From Customer Service?
There are several ways in which marketing team can benefit by joining hands with the customer service department.
Here are a few:
1. Access To Testimonials And Customer Reviews
The customer service agents use the call center systems & software and can easily collect testimonials and the feedback from the customers.
When the marketing team is working together with the customer service department they can easily gain access to such information and use these insights to develop promotional materials.
And how does this help in improving sales?
A study by Bright-Local research says that 85% customers trust reviews online as much as they trust personal recommendations.
So these reviews and testimonials are an indication of what exactly is making the customers happy and where you can improve.
Taking a cue from this, the marketing department can design the promotional strategy.
2. Using Customer Service For Business Advantage
The marketing department can use excellent customer service as its weapon for business advantage.
With the competition getting tougher day by day, you can gain an edge over the competitors by offering the best customer service and even promoting it along with your brand’s offerings.
The marketing team can let the customers know that in case of any issue they will always get fast and personalized support from their customer service desk through the live chats or even by calling.
This really makes your marketing statement more convincing for the customer.
3. Getting Promotion Ideas
The marketing team can treat the data obtained from the call center system as a source of inspiration.
The call recordings, call history, complaints, and issues can be used to understand the exact viewpoint and requirement of the customers.
By studying this entire database, the marketing department can either confirm or deny certain forecasts or assumptions that are a regular part of their planning.
The marketing team should treat the customer service as the voice-source of the customers, listen to it carefully, and design ways to promote the brand accordingly.
4. Goldmine For New Content Ideas
The marketing department needs customer-centric content to develop new content ideas.
And it can be easily obtained from the customer service team.
Customers feel safe when any possible issue regarding the product or service is covered by paper or online guarantee or warranty.
They are fully aware that certain processes can protect their money as well as time.
So, if you want the customers to trust you more, the marketing department must tie-up with the customer service team as your customer service team has the right amount of expertise and experience in this area and can serve as a goldmine for providing new content ideas.
Does Customer Service Department Benefit From The Marketing Team?
1. Data Related To Customers’ Analytics, Needs
It is the job of the customer service department to solve the issues of the customers effectively and quickly.
But for that, the representatives must be entirely aware of the preferences and needs of the clients.
Marketing departments regularly carry market researches and have a record of customer profiles.
When the customer care agents have common details such as country, age, gender, and interests of the customers with them, they can quickly understand the perspective and requirement of the customers and provide a quick solution to their queries.
2. Help With Measuring The KPI’s
The development of all the departments is measured using the key performance indicators.
While measuring the performance level of a customer service department, the marketing representatives can help by providing data related to hit rate, net promoter score, and customer retention rate and so on.
3. Negotiating When Price Is The Final Factor
Many times, price is the only factor that can stop the customer from purchasing or buying your brand.
In such a situation, the customer service department may not have the whole and sole authority to decide the amount of discount that can be allowed.
However, a marketing rep can easily calculate the amount of discount applicable to a particular customer and for a specific product.
When the customer service rep discusses this issue with the marketing agent, the chances of retaining the customer increases manifold.
The response is quick in this case and the overall effort looks unified which speaks of a great teamwork.
4. Customer Surveys- Combined Effort Of Marketing And Customer Service Agents
More often, the tools that are used for conducting the customer surveys are controlled by the marketing representatives.
Moreover, marketing agents are more experienced regarding running such surveys as they are always in need of gaining access to customer feedback.
So, if the customer service department is in need of data related to customer surveys, then the marketing department can surely provide a great help.
5. Providing Superior Customer Service Experience
When the customers service department and the marketing team works together, the company can provide superior customer service experience.
Just as it is important to have a great marketing strategy to attract new clients, similarly, it is equally important to have an excellent customer service to retain them.
It is necessary that customers must receive excellent customer service at all stages of purchasing cycle.
To understand how the intensified working between customer service and marketing department can help an organization create a better marketing strategy and provide perfect customer service, let us study the case of a call center company.
This company has been in business for the last few years and has been using latest call center software to ensure that it is offering the advanced customer service to the customers of its elite clients.
The management of the call center company had experts in both customer service and marketing field and hence both their policies have been working appropriately for the company.
Like every company interested in business growth, the call center company too was aiming to expand its client-base simultaneously keeping the existing clients satisfied.
The clients were not unhappy with the customer service; occasionally it seemed that they were not completely satisfied. It was the first crack in the years of business association between the call center company and the few clients.
The top officials in the company were well aware that it was just the starting point and if adequate steps were not taken immediately, they may lose the clients.
To understand the reason for this growing dissatisfaction among the clients, the call center company appointed a team of three members each one an expert in HR, marketing, and customer care service.
The team studied all the relevant data and information that it had acquired through its best call center software including call recordings, feedback from the customers, call drops, purchase history of the customers and so on.
The study revealed few positive and few negative points:
The positive points
1. The company was doing well in the customer care department providing advanced customer care across all the platforms of communication including social media channels, live chat, email, mobile apps, and phone.
2. The call center agents were using all the information made available by the client for detailing its customers and also the insights provided by the software.
3. All the call center agents were skilled and revealed information politely to the customers.
The negative points
1. The call center agents were not aware of the latest schemes or the marketing offers/discounts that were being offered by the clients, hence they could not always satisfy the caller at the other end.
2. Since there was no communication between the marketing team of the client and the call center agents, the direct feedback/expectations of the client voiced by the customers during the actual closing of the sales was not available with the customer support team.
3. There was a wide gap of understanding and implementation between the front-line team of the call center and the marketing team of it clients.
The call center company had the right team and was also using the best call center solutions.
The need was to share this information with the marketing team and also get the first-hand details from them so that there is a proper balance of work and service.
The management took this study result seriously and called up a meeting with all its clients separately.
The customer support head of the company led the discussion and discussed various issues with the marketing heads of the respective clients.
The main intention was to exchange details about each other’s work, information, and database.
The company requested its clients to appoint a marketing person who will brief its customer service team from time to time regarding the new marketing policies, structural changes, and offers.
In turn, the customer service department will ensure that the marketing team had regular access to all the customer-centric data that is acquired through the contact center software.
To ensure that this process is carried out smoothly, they appointed one main agent for each company who will communicate all the customer service data.
In this way, now the call center company had several people each dealing with the marketing heads of different clients.
They decided to share:
1. The marketing team shared its latest offers, discounts, plans in the pipeline, analytics data, changes in the product design or pricing, the target reach they were aiming for, the extent and medium of promotion they were using and so on.
2. The marketing team also discussed to what extent the customer care agent can stretch the offer and whether it had particular incentives or flexible options for specific customers having a long purchase history with the company.
3. The customer care team, in turn, exchanged the entire database that included details about the feedback, queries, gender, preference, age and purchase history of the customers.
4. The customer service team also provided details regarding the communication platforms preferred by the customers and much more.
When the marketing team received all the detailed information from the customer care center, it got a new insight into the mindset of its customers.
The data revealed why exactly the customers were backing off from purchasing their product and why some clients were regularly coming back to them.
The information was derived using the best call center software solutions revealed to the marketing team where it was failing and whether it was the price, their promotion strategy or the product feature that was causing a problem.
It also gave the marketing team an idea where exactly they should focus their attention during a promotion to maximize their reach.
Based on these insights, the marketing team came up with new strategies and product offers.
On the other hand, the customer care team now had entire marketing details of the client with them and hence they knew to what extent they could go to convince the customer and close the sales.
Since all the information was in front of them, the front-line employees could confidently deal with each call and help in closing the sales.
Since now, there was no communication gap between the marketing teams of the respective clients and the call center company’s agents, both the teams could put up a unified front while dealing with the customers.
It helped the company gain the trust of the customers and increase its business.
It, in turn, helped the call center company to retain its clients and also improve its profile to attract new business.