4 Reasons Why Marketing And Customer Service Should Work Together

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4 Reasons Why Marketing And Customer Service Should Work Together
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Let’s see why and how marketing and customer service can work together to achieve better performance and increase brand awareness.

With marketing, there is no longer such a thing as the “not my job” attitude. Anyone in a customer-facing business is involved in marketing to a certain degree, directly or indirectly. Product managers are striving to make the product attractive and competitive, the salespeople are working hard to close deals to leave customers happy and satisfied, and the customer support… Oh, the customer support plays a special role in marketing.

They are at the front line, they are the direct point of contact between the customer and the company, and they bring the most valuable insights about how the business is really doing. Support agents are the first to learn whether the new product version is a success and whether the new promotion campaign is working.

This is why cooperation - and communication! - between marketing and customer support is essential. When properly set up, these two lines of business can form wonderful synergies where the sum becomes much greater than its parts.

Let’s see why and how marketing and customer service can work together to achieve better performance and increase brand awareness.

#1 Development of knowledge base

More often than not, customers prefer to solve their issues themselves. The statistics support this, too - the overwhelming 88% of customers would like businesses to offer self-service portals.

A surefire way to provide self-service opportunities for customers is the creation of a comprehensive knowledge base. Many support tools include knowledge base builders making your work easier - check, for example, HelpCrunch customer support software.

True, but what does it have to do with marketing, you might ask. Quite a lot, as it turns out.

  • Create quality content. Your knowledge base should be easy to read and clear to understand. Use the skills of content writers from your marketing department to produce knowledge base content that customers will appreciate.
  • Make your KB discoverable by search engines. When a user runs into an issue, they most probably will Google it. Make sure your knowledge base is one of the first results they get. Leverage the SEO skills of your marketing colleagues to make your knowledge base discoverable.
  • Link to the knowledge base. Marketing produces tons of content - blog articles, social media posts, website pages. All this content can include organic links to the knowledge base increasing customers’ awareness of your product and its features.

Look, for example, at Virgin Media, a media service from the famous Virgin family. Their knowledge base is engaging, clear, colorful, and informative - an indicator of effective cooperation between customer support and marketing professionals.

#2 Research of the user persona

For the marketing department, customer service is the source of the most accurate information about who their users are. Support agents, being in the closest contact with customers and helping them resolve their issues, see what customers want from the product, what they like about it, what they would like the product to include.

In other words, support agents can form the clearest idea of that famous “user persona” that is in the focus of the product development and the target of every marketing campaign. Besides, they can help the marketing department “read the room” better. For example, if there is a known bug in the product, and the support service is receiving mass complaints about it, that may be not the best moment to roll out a promotion offer.

4 Reasons Why Marketing And Customer Service Should Work Together

https://widux.com/ux-personas-emphaty-and-communication-exercise/

Of course, such cooperation is only possible when there is effective communication between teams. Establishing it is a lengthy and complex task involving training the overall communication culture and implementing effective team collaboration tools. But at the end of the day, it is going to pay back in spades.

#3 Brand promotion through support

Besides performing their direct functions, customer service agents can become true brand ambassadors promoting and showcasing the product. They are in direct contact with customers and can provide actual product demos while explaining how to resolve an issue. Sometimes, customers contact support not because something is not working as it should but because they need guidance.

In this case, customer support agents can help users see the advantages of the product, adapt it to their purposes and, ultimately achieve success. Of course, they need to have the appropriate training to do that, and that’s where marketers can lend a hand.

Also, think of support resources as another marketing channel. For example, you can include a “Learn about current promotions” option in the pre-chat survey. Besides, one of the easiest ways to remind customers about your brand is to include its insignia in your support channels. Think of adding your logo to the live chat if you have one - and I do recommend it! - and styling it in your brand colors. Many support software products offer flexible chat configuration options.

4 Reasons Why Marketing And Customer Service Should Work Together

#4 Overall performance improvement

Both marketing and customer support are focused on the same goal - improving customer experience to bring more customers to the business. They can progress towards this goal much faster and more efficiently through effective cooperation and collaboration. Particular attention should be paid to establishing two-way communication between marketing and customer support.

How can marketing and customer service improve performance by communicating?

  • Training for service agents on new products or product versions. When a new product or version is released, it is usually heavily marketed. On the other hand, customer service usually receives an increased volume of user contacts after a new release. To enable them to help customers better, agents should be highly productive, trained about the new product features and learn to promote their advantages.
  • Regular sessions on most frequent customer complaints. Customer service agents can help their marketing colleagues see what customers do not like about the product. Such information can be used to shape up both future product development and marketing strategies.Updates on the upcoming sales promotions. When a new promotion or a marketing campaign is launched, the customer support agents should be among the first to know all the details. This way, they will be able to provide quality service.
  • Updates on the upcoming sales promotions. When a new promotion or a marketing campaign is launched, the customer support agents should be among the first to know all the details. This way, they will be able to provide quality service.
  • Tools training. While customer support has its own dedicated tools and marketing has its marketing automation software, sometimes it may be useful to know both. Besides, some customer support software suites include marketing features, such as SEO or email marketing, therefore, joint training can be beneficial for both departments.

Conclusion

The times of siloed business organization have passed. Today, it is all about effective communication and collaboration. When it concerns such customer-centric departments as marketing and support, collaboration is a must. Both can help each other improve their performance results and achieve the main business goal - make the customer enjoy the product and come back again and again.