Customer Service-Driven Marketing

Written by KOVA Corp

Whether your realize it or not, your call center agents may be your organization's best tool in meeting its marketing objectives. When you look at some of the most successful brands, many of them rely on customer service driven models to increase their bottom lines. And in order to do this -- achieve maximum customer satisfaction -- organizations have to be truly focused on understanding your customer's journey and experience with your brand and deliver consistent engagement across all communication channels and touchpoints.

Customers expect service to be agile and seamless whether the interaction is in-person, mobile or online. It's perfectly natural for today's consumers to begin an interaction with your brand on one channel and end it on another. Additionally, understanding that one customer's recommendation can travel across many digital platforms and have long-lasting, positive effects for your brand is also key to developing a customer service-driven marketing strategy. However, the converse is true as well. The digital life of bad reviews can also having lasting impact.

Marketing benefits greatly from the insights provided by customer service. And while your customer service team is primarily responsible for responding to, and perhaps in some cases, monitoring the voice of the customers, organizations should establish a collaborative partnership with marketing to ensure continuity in brand messaging and the quality of interaction through every engagement. This requires strategic planning and solid execution.

By reviewing customer feedback about products and services regularly, important information can be gathered, reviewed and used to develop new initiatives and campaigns. Customer service agents can also be used as a vehicle to share key marketing messages in each interaction with customers.

At the executive level managing this process of using customer feedback to drive marketing is gaining traction. Call center leadership is able to translate this information up effectively sharing the voice of the customer and offering insight into the channels they are using and how they are using them. This is imperative in the digital age because of the sheer amount of information to which consumers have access. They can very easily go online to compare rates, read reviews and get started with a competitor easily and quickly. Organizations have to be nimble and ready to adjust quickly to retain customers.

It has been said that, marketing is the new customer service and customer service is the new marketing. However, it's important that departmental silos are broken down and synergistic partnerships can be formed. Meeting customer needs and exceeding their expectations using reliable data is now a critical component to managing the customer experience well. It not only leads to a more invested, engaged customer, but also creates more efficiency within the organization.

A focus on building superior customer service should be at the top of your organization's business objectives and CRM is key to making it happen. The long-term benefits of this collaboration go beyond reaching marketing goals. They include achieving multi-departmental goals and the success of departments individually. Additionally, organizations are more likely to maximize profits and increase market share.

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