What can your business do differently today that will improve your customers’ experience?
More and more organizations have become laser-focused on unlocking the answer. In the Age of the Customer, marketing is working to find customers to add to the funnel and customer service is working on retaining existing customers. While these departments have often been thought to carry out separate functions, collaboration and knowledge-sharing between the two can reveal new customer insights, inform customer-centric strategies, and create a valuable customer experience.
Here are 6 compelling ways customer service can collaborate with marketing:
1. Provide information on what customers love/hate.
Customer feedback provides critical insight to inform marketing strategies and campaign directions. Unfortunately, a Microsoft State of Global Customer Service report found that 48% of consumers believe most brands will not take action on customer feedback.There is an opportunity for customer service to share feedback and insights with marketing in order to prioritize what’s important and what will resonate with their target audience.What’s more, this type of insight can inform existing marketing initiatives that might require changes to align with how customers are actually using products or services.
2. Develop stronger buyer personas.
Many organizations, across both marketing and sales departments, use buyer personas to identify what target consumers look like. By its nature, customer service gets an in-depth look and connection with these ideal customers and their buying experiences. By leveraging customer service’s insights, marketing can learn vital information about their target audience, including:
- Traits and interests
- Buying preferences
- Needs and pain points
This type of information can help develop stronger buyer personas, which can lead to effective marketing campaigns, higher quality leads, improved product development, and a consistent depiction of the customer across the entire company.
3. Identify loyal customers.
Telling your brand’s story is always better when it is done through the voice of your customers. Customer service has the ability to identify those who have used your products or services for years and will be your brand advocates. This can introduce case study or testimonial opportunities that support your brand and provide social proof.
4. Find fresh content ideas.
Ideas for content that your audience will find useful or valuable can be challenging to come by. Customer service is constantly communicating with your customers. They have a wealth of information and valuable ideas that can be used in content.
What are your customers asking about? Make finding the answers easier for them by turning those answers into searchable content on your website.
5. Provide social care.
It’s been said that social media is the future of customer service. More and more consumers are turning to social channels when in need of customer support. While most marketing departments are responsible for managing a company’s social channels, customer service experts have the training and know-how in resolving customer support issues.Collaborating with customer service and routing complaints or requests to the right people will provide more effective resolutions.
6. Create an improved and differentiated customer experience.
According to Gartner, customer experience is the most pressing mandate for marketers, and 89% of businesses are expected to compete mainly based on customer experience. Customer service is an ideal channel for improving customer experience and creating a differentiator for your company. Customer service is an organization’s internal ambassador, and often the make/break point for customer relationships.
The State of Global Customer Service Report found that 60% of customers have stopped doing business with a brand because of a single poor customer service experience.
When customer service is used as a channel to advocate customer-centric messaging, deliver on a business’s promises, and serve customers consistently, across all service touch-points, customer service can provide value and differentiation.
“If satisfied by the customer experience, 73% of consumers will recommend a brand to others, and 46% say they will trust that brand’s products and services above all others.” – SDL Global CX Wakeup Call Report
What role can technology play?
Overall, departments can do a better job for customers when the right information is in front of them at the right time. Too often, business entities such as customer service, marketing, and sales are operating in silos and lack a 360-degree view of the customer. Integrating the various parts of a business’s operations and the data that is generated will allow for cross-pollination.
Cross-pollination is the ability of departments to share and interchange knowledge and ideas for mutual enrichment. When an organization creates a structure that allows for and encourages cross-pollination, all teams will benefit.
How an Intelligent Business Platform Will Rock Your Business will show you how a platform like Dynamics 365 can bring people, processes, and technology together to help foster cross-pollination.
Download your free copy here.