How Marketing & Customer Service Can Work Together

How Marketing & Customer Service Can Work Together

When it comes to doing business in the digital age, where everyone is spread out across the internet on multiple platforms, having a skilled marketing team to use and maximize these channels is vital.

This increases customer knowledge of discounts, new product lines, planned updates for existing ones, as well as launch events and freebies that draw customers to the brand.

Customer services is a critical component in and of itself because a company is founded purely for the customer, by the customer.

So, customer service software helps in fixing their product-related difficulties and giving them the sense that they belong to the firm and that their needs and demands are being addressed and adapted to improve the experience, they will be truly intrigued, and the business will see a rise in engagement rates.

The 7 C’s are vital for developing a marketing strategy because they emphasize the client, communication, consistency, and credibility, which are four concrete pillars around which the foundation is built. 

Customers are also categorized as clients, resulting in two distinct groupings based on the business model, whether B2B or B2C.

The value of global retail sales has already surpassed $26.7 trillion. This accounts for about 16.2% of global retail sales (Source: Statista ).

This type of customer care and marketing is too much important for any company to overlook.

Graph Total Retail sales worldwide from 2018 to 2022

Four Pillars of 7C’s

1. Customer

In online markets, the need for product customization has skyrocketed. Customers want product customization and a one-of-a-kind consumer experience.

Marketers must take these expectations into account and implement them into their overall marketing plan.

Customers are widely distributed and each of them belongs from a niche area where they have their own wants that develops over time depending on market trends and product differentiation over several communities and media fragmentation.

Everyone gains and the company as a whole succeeds when a corporation or organization inculcates the value of customer service and makes a policy of delivering exceptional customer service a primary focus over other goals. 

Related Read: What is Customer 360 and How to achieve it?

2. Communication

Communication, be it any form, is important to get clarity, spread the right information, and grasp the knowledge about a certain product or service.

Marketing properly so that your customers are rightly informed and educated about your products brings gravity to the subject matter.

Customer service becomes a sub-part of the whole communication where the service gets seamless as customers are not clueless about the product anymore.

Your existing consumers, who already like and use your products, are the ideal channel or medium for your business. So, prioritizing them through proper communication channels from time to time becomes a compulsory task.

Be it word of mouth, evangelist marketing, product seeding or referral, and affiliate program, communication is necessary to provide higher customer satisfaction. 

3. Consistency

A customer will only recognize and value your organization when you cater to their demands providing the highest quality levels, which keeps on improving with time.

To be consistent with such efforts shows them that you really care about their views and feedback and makes them get attached to your brand over time.

As far as feasible, the communication approach should be consistent. There should not be too many escalations and spontaneous changes being made, as this may cause confusion in the customer’s mind.

4. Credibility

It is indeed a key constitutional assumption to follow through on your proclamations.

In the corporate world, however, not delivering on your commitments is beyond unforgivable as it breaks the trust as projects and products are not delivered timely or face quality issues.

It’s nearly tough to recover a customer’s trust in a brand after they’ve lost it until and unless necessary changes are incorporated.

As a result, marketing communication credibility is critical for corporate success.

Credibility as a whole builds the reputation between customers and the business, creating goodwill for the brand that adds value to their products. 

Why Do Marketing and Customer Service Teams Need to Work Together?

Customer’s overall experience with pre-sales, sales and the marketing front knowing about the product features and quality enhances the possibility of people returning to a specific company and spending more money over time.

A great encounter boosts a customer’s overall satisfaction level with the company. 

Furthermore, companies that don’t communicate risk, make the client irritated and aggravate with the service as they must reach out to them time and time again.

Let’s say a potential lead wants to know about the pros and cons of your product, and the level of personalization you provide with it, and the different plans you have listed.

Now, if you reschedule the meeting or don’t provide a viable solution to their questions, not only will this create a communication gap with the client, but it will also hamper the reputation of your company. As they will stop reaching out to avail of any kind of service.

Finally, disjointed teams with several segments that are unable to synchronize and follow ideal prospects and customers fail to negotiate the final terms as the clients pull out in the meantime.

Following are the benefits of the Customer Service & Marketing Team working together: 

1. Stabilization based on Improvised Judgements

The most crucial step is to stabilize the makeshift decisions the marketing and customer support teams are making and to ensure that everyone is on the same page and explains everything in a proper hierarchical manner.

The main foundation is proper communication, the advantages of forming a strong team bond in both intellectual and practical terms.

Where the fundamental changes are made with every client that onboards and how efficiently they are handled and then find the errors and gaps and to fix them in no time.

You’ll need to aid as your team begins to execute adjustments after you’ve got the client on board with the shift happening and spontaneity increasing, decision making should be based on the conclusive choice of both the segments whether it be customer service or marketing. 

2. Quick Problem-Solving

If a client needs to wait for the initial point of contact to address the problem with higher management and before receiving a proper solution, they reach the conclusion to not move forward.

That is the case most of the time, their level of satisfaction is likely to suffer.

Customers with troubles of one kind or another can occur in any business because most of them belong from different fields whether it be travel or medical.

Customers perceive a higher level of satisfaction when such problems are fixed and resolved swiftly.

They understand that your organization genuinely cares about them and is willing to assist them and make things right.

For businesses, one crucial component is to empower all staff to identify answers to consumer problems.

3. Equal Accountability and Accomplishment

There are certain situations within a company when valuable leads deteriorate due to bad customer care, or a customer service team waiting impatiently for the marketing team to generate good leads that can be converted. 

When one team meets the customers’ expectations while the other does not, there’s an invisible conflict that wears and tears the whole formation of the team, and the resulting cause is a “dilemmatic dispute” that too for nothing. 

Even when both teams succeed in serving a client, the customer’s whole experience is likely to be less standardized and improper integration than what could possibly have been.

Another disadvantage of segregated teams is that either one can get stagnant if the other doesn’t move forward and make effective results. So to be responsible and be recognized for your efforts when you land a good lead is a part of both customer service and marketing.

4. Building a Distinguished Customer Service Experience

Everyone gains and the company succeeds when a corporation or organization inculcates the value of customer service and makes a policy of delivering exceptional customer service a priority over other goals.

You should also gather and analyze any statistical data your clients submit about their interactions with your company.

This insight will aid both teams in identifying areas for improvement and enabling them to work together to accomplish those improvements.

This means that clients should receive great customer care at any point in their customer journey and from any department.

The point is to provide all available information to the customer that they are satisfied with the interaction.

How to Incorporate Customer Service Into Your Marketing Initiatives?

With consumers increasingly using social media to engage with businesses, the necessity for a proper reciprocating marketing and customer service relationship has never been more crucial. In fact, most customers prefer using social media these days to contact a company using an AI-chat bot, live discussions, Instagram, Facebook, Twitter, or the phone.

One of the ways marketing and customer service teams must collaborate is to establish distinct methods to effortlessly create and authorize accountable personnel so that they may use social media to fulfill both of their objectives.

Below mentioned are points to incorporate Customer Service & Marketing: 

1. Customer Service on Social Media

In today’s world most of the business happens through social media and numerous marketers take advantage of these channels to procure a large customer base depending on their target, it is not only to communicate with their followers and digital presence but also to provide quality service.

The omnichannel integration makes it possible for marketing and customer service to implement constant changes.

2. Concepts for Ideating Content

Marketers must recognize the importance of creating content that is visually appealing as well as crisp and precise on a constant and continuous basis as part of their overall final plan.

Nevertheless, it is not that easy been said as it is necessary for the ideas to flow steadily in a demanding market where uniqueness which intrigues the mind is important for businesses to build their product concept on.

3. Loyalty Programs for Customers

This kind of personalization brings customers closer to the brand, a loyalty program is an important part of keeping loyal customers interested in your brand with timely discounts or special coupons being created for them.

And, whether you’re thanking customers with credits, freebies, or promotion on your social media or other marketing channels, your helpdesk may work closely with marketers to make the whole process seamless for customers and increase the visibility of your program.

4. Brand Promotion

While a company’s goal should always be to recruit and retain new consumers, the focus and priority should be on delighting and keeping existing clients.

Businesses that do not nurture and retain their consumer base eventually collapse. Therefore, brand promotion becomes an important result of a structured customer experience which helps it evolve and gather more customers.

Promoting your brand becomes an integral part of marketing as well as customer service. Customer service keeps customers coming back once marketing has brought them in.

5. Establishing Service Standards

When leads have realistic goals for how your company’s products and services will help them, that’s a sign of a good marketing team.

You can increase your chances of getting positive customer evaluations by focusing on providing a wonderful customer experience, whether it’s online or through word-of-mouth.

Your customer care team is in charge of this type of marketing, and it represents a far more reliable source to a prospect than what your firm says about its own products and services.

When prospects have performance directions, the progression from lead to customer, as well as that customer’s following customer satisfaction, can go much more seamlessly. 

Customer Relationship Marketing x Customer Service

Relationship marketing

Picture Source

Customer relationship marketing is a subset of customer relationship management (CRM) that prioritizes customer loyalty and long-term client involvement over short-term objectives such as customer retention and individual sales.

The purpose of relationship marketing (also known as customer relationship marketing) is to establish personal customer bonds with a brand, which can lead to achieving competitiveness, free external advertising, and customer information that can produce brand awareness.

Therefore, more delighted customers are the result of excellent customer service than any advertisement could ever achieve.

You’ll be well on your way to creating better customer experiences if you adopt a marketing attitude in your customer service and a customer service mindset in your marketing.

When analyzing this data as a group, the idea is to avoid pointing fingers. Instead, the idea is for each management to examine these indicators and determine what they can do to assist the other team in achieving their goals.


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