10 Ways Marketing and Customer Service Can Work Together

In this way, marketing strategies are adapted to the strategies of other departments to unify efforts and provide much more valuable experiences. An example of this is inbound sales, a sales strategy that results from the adaptation of inbound marketing to the commercial strategy. In this context, the objective of marketing and sales has been, is and always will be the commercial success of the company. In order to achieve this, dealing and interacting with potential and existing customers is essential. Without communication, marketing might create promotions around a service that the sales department is no longer promoting, or a product that is currently out of stock. This creates a major headache and customer service fiasco for sales when they have to repeatedly explain the mix-up.

This is how the marketing can help prevent customer churn, since that is often the result of misleading expectations that can be attributed back to misleading marketing campaigns. If customer feedback isn’t being used to improve the customer experience, customers may become dissatisfied with the product or service. Finally, if marketing and customer service aren’t working together, it can be challenging to measure the success of marketing campaigns. Cross-department collaboration occurs when multiple departments in your business align to work together toward a shared goal. Cross-department collaboration can increase innovation, improve brand consistency, and enhance your understanding of your customers — all of which can greatly improve your marketing operations.

Reasons why your business is in trouble due to unexpected events and what you can do to prevent it.

These applications allow you to automate notifications so the right team members can get the appropriate communications at the right time while keeping information available to everyone else at all times. Don’t forget to clearly communicate the outcomes and action items from team meetings to the entire staff involved in a project so everybody is on the same page. A website is really only as good as its content, and unique content is becoming vital to businesses that…

On the other hand, if you ensure the shared work creates a tangible benefit for them, you’ll get real collaboration. So you share a bunch of meetings with another team and call it cross-functional, right? To effectively collaborate across departments requires more than just sharing goals and countless meetings.

Digital strategy for sales: What is it and what does it consist of?

Your customer support team has been given the proper training and resources needed to assist customers and resolve issues — meaning you are the best people for the job. In addition, keeping an eye on metrics such as customer satisfaction scores and churn rate is essential. If you see a sudden drop in either of these, it could signify that your marketing and customer service efforts are out of sync.

Your company will have both short and long term campaigns, and it’s your marketing team’s responsibility to create and manage those in addition to your overall messaging. This will detail what your colors are, what logos you use, a written style guide, templates, and resources. Help employees understand the constraints and challenges faced by teams from different departments. Cultivate a sense of curiosity to help them learn about each other’s work and even come up with ideas of how one team can improve their process to help other teams become more effective. Your clients seek you out because you offer something they can’t do or don’t have. You’re the experts offering the best products, and you can show that in your marketing materials.

Customers

Or, on the contrary, sometimes they go backwards from one of the sales stages to marketing. This may not seem like a very serious situation, as for a long time the two departments have worked independently. Marketing often creates content with the KPIs of gaining X email sign-ups that turn into Y leads.

If customers are unhappy with a specific aspect of the product or service, then customer service should let marketing know so that they can make changes. This means you can ensure a unified brand message across all channels and departments. This helps create a consistent brand image your audience will grow to recognize and rely on, which can be extremely valuable to your digital marketing team. Unfortunately, it’s possible that departmental silos can impact how satisfied your customers are. When departments are siloed, there can be knowledge gaps about the customer journey across departments.

Resources

Below are a few tips and best practices to keep in mind when you’re running a marketing team. If you plan to host an event, seminar, or webinar of any kind, your marketing team will probably be the ones who plan it. They’ll test and see what products your customers want and conduct focus groups to get feedback from them directly.

Cross-functional campaigns are important because they help align teams to the same objectives, introduce fresh insights to old processes, and boost the performance of the teams involved. Regular meetings and communications where teams can share insights and learnings with one another, as well as share unique perspectives about the strategies each team employs at different parts of the customer lifecycle. Feedback is another important part of the cross-department collaboration process.

The Drawbacks of Operating in Silos

Read more about The importance of marketing and support departments joint work here.