Key to Business Success: Marketing and Customer Service Alignment

OABPO Blog Team Published on May 28, 2014 Last updated on January 3, 2023

Customer service and marketing have different objectives and roles, but they need each other to ensure business success. Open Access BPO explains why these two should be aligned.

Aligning sales and marketing is a frequently emphasized practice that experts point to as the major tool behind any company’s success. There is, however, another business aspect that marketers should align with to fully inject the brand into their target audience: customer support.

customer service team in high five with marketing department

Businesses must not undervalue customer care when executing promotional activities because it directly impacts a brand’s marketing objectives and efforts. How so? Let’s first look at the differing roles of marketing and customer service to know how they complement each other.

  • The marketing unit increases brand awareness and generates leads by distributing information and engaging with the market.
  • On the other hand, the customer support team improves customer experience and responds to market needs with an aim to retain the public’s support.

None of your marketing activities would come out successful if you don t incorporate the value of customer support in every step of the way. The potential clients you tap wouldn’t likely bite the bait if their overall experience with your brand isn’t pleasant.

On the other hand, if you address their needs through customer service strategies, they will be more receptive to your marketing pitches.

Here’s a good reason why capitalizing on customer experience is important in marketing. An infographic presented by Andy Beal states that 96% of unhappy customers will not complain but will tell around 15 other people about their experience. You can only imagine what one unhappy customer can do to your business based on this finding.

customer service team working collaboration with marketing department

From that same infographic, 91% of customers who had negative interactions with a business would simply never return to that brand. And if you’re thinking about damage control, it takes an average of 12 good experiences to make up for just one bad interaction.

Remember that 70% of a customer’s buying experience is based on how they are treated. Armed with this information, you should collaborate your marketing and customer service teams to improve consumer retention, satisfaction, and repeat purchases.

In essence, marketing cannot survive without customer support. As the findings tell, no matter how well-thought-out the promotional strategies are, they may still return zero results if they aren’t executed with customer experience in mind.

Open Access BPO’s programs are collaborative in nature, enabling us to fuse together winning strategies, tools, and talents to provide the best outsourcing solutions. Tell us exactly what your business needs and let’s work on hyper-customizing a program based on your needs and goals. Contact us today and let us be part of your roadmap to business success.

 

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