Key to business success: Marketing and customer service alignment

Key to business success: Marketing and customer service alignment

May 28, 2014

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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 service.

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Businesses must not undervalue customer service 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 service team improves customer experience and responds to market needs with an aim to retain the public’s support.

Basically, none of your marketing activities would come out successful if you don t incorporate the value of customer service 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. If you address their needs through customer service strategies, on the other hand, they will be more receptive to your marketing pitches.
Sentiment explained the same idea in an infographic that the metrics company recently released. The facts highlighted there further emphasized the need for integrating customer service in marketing. Some of their findings are as follows:

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•   83% of customers want some degree of support while making purchases online

•   83% define great customer service as quick issue resolution

•   70% become repeat buyers if their complaints are resolved fast

•   2% increase in customer retention has the same effect as cutting marketing costs by 10%

For the aforementioned reasons , most e-commerce sites have live chat in place to provide assistance to shoppers should issues arise while on the site. More than chat support, however, inbound call center outsourcing to the Philippines, or other top offshoring destinations, is viewed by 62% of businesses as a competitive advantage against brands that only have one channel for receiving service requests and buying transactions.
The gathered information also suggests that marketers can invest in customer service to retain customers, as this gives companies the same amount that they could save if they lower marketing expenses.
In essence, marketing cannot survive without customer service. 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 service in mind.

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