Why is service marketing important

3 reasons why marketing and customer service need to move together

Who in your company is responsible for social media, online reviews, automated emails, messenger marketing and chatbots? In times of omnichannel, social customer service and marketing automation, companies can no longer afford to think in terms of departmental silos. In this article, you can read why and how marketing and customer service should work better together in your company.

Marketing and customer service are often two departments in companies that don't have much to do with each other: one is responsible for attracting new customers and the other is responsible for keeping existing customers happy. Internal collaboration is still far too rare.

But this is exactly where the two departments overlap: The customer is in contact with both! First, when he becomes aware of the company through marketing campaigns and comes into contact. Then when he interacts with the sales department or the seller in the store and becomes the buyer. And finally, the customer service department is there if there is a need for communication, questions or problems after the purchase.

For the customer, however, it does not matter in which department the respective employee works. The customer does not think in terms of channels or customer journey steps: Brand presence and customer experience must be consistently positive for him!

In the buying cycle, the customer doesn't think in terms of departments!

Only the companies divide the responsibilities, activities and goals of the individual areas internally on the basis of their internal perspective. From the customer's point of view, it doesn't matter whether the company is contacted via Facebook, email, in-store or via another touchpoint: Your customers naturally expect their problems to be everywhere with the same willingness to help, friendliness, speed and quality be solved!

Also read: 10 Customer Service Skills Every Employee Should Have.

Why marketing and customer service should merge today:

1. Marketing is becoming more and more customer and service-oriented.

Today's marketing is no longer product-centric advertising, it is conversational content marketing. Useful (online) content with an absolute customer focus has displaced interrupting, screaming advertisements and spots. Instead of “You can buy this from us” it says today "How can we help you?"

This means that the areas Marketing, sales and service inevitably merge more closely, exchange ideas, pursue a uniform concept and ensure consistent communication. Ideally, it's one common cycle - in contrast to rigid departmental silos that hoard their own knowledge and work past one another. Ultimately, it shouldn't be about department hierarchies or responsibilities, but about the customer and his needs.

By Marketing automation and CRM systemsFor example, lead nurturing of new contacts, after-sales processes or loyalty programs for existing customers, there is another service aspect in marketing. Marketing has changed over the past few yearschanged greatly and has rather become a service function for customers and interested parties. It's no longer just about the product, it's about that Experience with the brand and the Servicesthat flank this brand experience.

2. Customer service takes place via social media.

Social media channels are in contrast to email, phone or service chat mostly responsible for marketing. There, however, more and more customers are reporting their problems: “Where is my order?”, “Can product XY also do this and that?” Or “How much does XY cost?” Are asked via Facebook Messenger, distributed on Twitter or on Instagram commented. Partly this is publicly visible to everyone. The advantage: Maybe another customer who has a similar problem will read along and find his answer.

The only thing is that marketing often has the capacity to deal with such requests too little know-how and the customer service feels for "marketing channels" in turnnot responsible.

At the same time, the social media team has to pay for it if a customer had a negative experience with the brand or customer service and their anger

  • on the Facebook page,
  • in a tweet or even
  • with a bad online review

Makes air. Here is Sure instinct asked - and not the excuse “But that's what customer service is responsible for”. Public communication with influencers can either help or harm the brand.

Marketing staff today need to understand that dialog is in the foreground in social networks. Simply posting pretty pictures and invitations to buy is not enough. "Customer care must take place in real time, 24 hours a day and on demand. " says Doris Lieber, digital architect at Microsoft Austria in an interview with Futurezone. And thereby the customer decides about the service channels, not the company!

Vice versa, the customer service department needs the same understanding that social media does not just marketing is.

Also read: Social Media Customer Service - a guide for satisfied customers.


3. Together they build maximum trust with customers.

A new campaign is out and promises a goodie or a special service - but unfortunately the customer service doesn't know about it. Or marketing portrays the company as particularly young, hip and uncomplicated, but the customer service representative speaks stiffly and formally to her callers. Your brand should look no different in marketing than it does in customer service: This applies to branding guidelines such as tonality, wording, corporate language and ultimately also the visual appearance. Otherwise there will be a break in perception that will cause the Confused consumers and the Decreases trust in the brand.

Vice versa Good customer service even makes the work of marketing easier: Anyone who has a lot of positive reviews and is known for their great service sells their offers much more effortlessly (and keeps their customers longer). You can read more about it here: How does good customer service work? - The 7 best tips from our team!

The Findings from customer servicewho has an ear for the market and the customer can also be used wonderfully for marketing. But that's what the constant exchange important!

How to use the synergies of marketing and customer service:

All employees should pulling in the same directionwhen it comes to inspiring customers. Train not just customer service, but all departments on how you want to deal with your customers and how your brand should be perceived.

Customer service should have a very high priority in your company. Because in most cases it decides whether your customers stay or leave. In the “Customer Service 2020” study by defacto, 80 percent of customers who had a positive customer service experience spent more money on the brand - and recommended it to others.

Clarify internally as clearly as possible:

  • Who is responsible for customer inquiries?
  • How is a conflict resolved online?
  • How are inquiries via Facebook, Twitter, Instagram, WhatsApp etc. processed internally and answered as quickly as possible?
  • How is customer inquiries documented across all channels?
  • Who should look after marketing service hybrids such as messengers and chatbots?
  • How do automated marketing and sales activities and “human” customer contact interact?
  • And finally, it takes the commitment and commitment of all employees Focus on the customer to provide - and not your own department!

What is your experience with this topic? Please leave us a comment!


Would you like to know more?

Further tips on how to anchor customer-centered thinking and acting in your company can be found in our free checklist: