What is the Role of Customer Service in Marketing Success?

OABPO Blog Team Published on June 10, 2014 Last updated on October 30, 2022

Businesses outsource call center solutions in the Philippines to improve their customer service, and in doing so, they get closer to marketing success.

customer success team high five during call center meeting

Marketing and customer support alignment is the key to business success.

This is what we tackled in a previous post, differentiating the roles of the two units and relating each of their activities to the triumph of the other. Marketing must indeed work with customer experience in mind, otherwise none of its promotional efforts could come to fruition.

Marketing creates a path that drives customers to your company’s storefront, and customer service is the force that keeps them coming back.

It is important that you consider customer retention as a metric for marketing success. This is because a report from OutboundEngine states that a mere 5% increase in customer retention can increase a business’ profits between 25% and 95%.

No matter how many buyers your marketers lure, it is still your customer success teams that can convert those shoppers into loyal supporters of your brand. Even if you manufacture the best products in town, it may not sell well if your service doesn’t provide a truly satisfying customer experience to your buyers.

Customer Service is Marketing

When you market your brand to your target demographic, everything that the consumer encounters bearing your company’s identityโ€”from the ads to the interactions with your customer success teamsโ€”is part of the overall marketing initiative.

Marketing creates a path that drives customers to your company’s storefront, and customer service is the force that keeps them coming back.

So, in a way, customer service is marketing.

Remember, how well your customer care representative takes care of consumers determines their level of loyalty for your brand.

This is exactly why call center agents for support accounts are familiarized with the marketing message used by the sales team. Outbound agents are likewise trained to put the customer’s satisfaction above any profit-generating activity.

Customer Support Complements Marketing

As previously pointed out, marketing and customer service have different objectives and activities, but they still complement each other in these ways:

customer success team assisting consumers over the phone
  • Marketing uses content that attracts consumers; customer care uses empathy.
  • Marketing is analytical to consumer information while customer experience is attentive to that data.
  • Both marketing and customer service use social media to monitor brand reception and market activity.
  • The two units engage with customers in their own unique ways and approaches.

To summarize, the friendliness of your customer success teams and the efficiency and accuracy of the service they give can seriously impact the success of your marketing efforts. Marketing is not a single activity that should be carried out solely by those directly under this department; the brand’s message should be upheld by everyone who interacts with the public, particularly the customer service agents.

Entrust your customer service needs to a company that can genuinely uphold your brand’s message. Integrating it, along with your core values and even culture, is part of Open Access BPO’s standard program development and customer success strategy.

Provide your customers with authentic customer experiences with every interaction. Contact us today and speak with one of our program development experts.

 

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