What Exactly Does Marketing Means?
Marketing is the process of explaining to customers why they should select your good or service over that of your rivals. Simple as that, if you don’t, you’re not marketing. The secret is to identify the most effective strategy and message for influencing and educating your target audience.
Businesses frequently believe that marketing is only one thing, but in reality, it encompasses a wide range of activities. The consumer only discovers this while doing business with you. This includes the information you receive from customer support representatives, advertising, and word-of-mouth. includes any aftercare services your business offers. All of these activities fall within the purview of marketing, which influences customer choice of your company.
What Is Meant By Customer Service?
Customer service is a face-to-face meeting with your customer or client, whether it be via email, phone, or in person. How you spend this personal experience determines whether you create a customer who develops loyalty to your workplace.
Good customer service makes the customer or client feel special and unique, and it comes down to the effort and behaviour you and your employees demonstrate. Are you impatient by quietly raising your finger to answer a call or answer someone’s question? This tells your client that you don’t have time for his or her worries, so maybe they should take their business elsewhere. It’s in your office because some aspect of your marketing campaign attracted it, so don’t lose it now or your campaign was in vain.
Reasons Why The Marketing And Customer Service Department Needs To Communicate
1. You Share Objectives.
Customer service aims to keep clients after they enter the funnel while marketing concentrates on attracting new ones. After all, everyone is content if your business has more clients than its rivals. But consider this: acquiring a new client often costs 6–7 times more than keeping an old one (Bain & Company). This demonstrates the value of customer service to the marketing team. You can significantly affect your bottom line if you can enhance your retention strategy and assist branding and marketing campaigns at every touchpoint.
2. Customer Service Knows Their Customers
Among the many exercises your marketing team will do to clearly identify your buyers, the most important step will be to connect with your customer support team. Your customer service team is likely to have the most contact with your ideal customers and understand the intricacies of their thought process related to their shopping experience. They can add valuable information about your customers and answer many of your questions related to customer generalities, demographics, and shopping favorites.
3. Customer Service Strengthens Your Brand.
Advertising and marketing initiatives often attract customers by setting expectations for the experience and making certain promises in terms of quality and service. Without properly informing your support team about your brand initiatives and promises, you can face real disaster at a key customer touch point. If your customer service department doesn’t meet customer expectations or back up the brand promises originally made by the marketing department, your customers will be disappointed in the start – definitely not the way you want to start a business.
4. Customer Service Representatives Are Internal Ambassadors
Think of customer service teams as internal ambassadors, reinforcing the brand and marketing values that set your organization apart and keep customers coming back. The customer service department should be something of an extension of the marketing department with an arsenal of marketing-approved tools. They must reinforce brand promises by using scenarios to maintain a consistently high quality of service, understand the campaign components and marketing materials that support their efforts, and ultimately provide customers with an experience that stays true to marketing messages.
5. Collaborative Communication Produces Better Results
Lateral communication between departments is essential for brand and marketing messages to be targeted. The customer service department must share customer feedback with the marketing team so that its external communications are tailored to changing customer preferences. A top-of-the-line customer service team will know what customers want, what they are looking for, and how certain products or services appeal to them. More importantly, the customer service team will be the first to know when this customer features change. This little detail is a gold mine for marketers to ensure that advertising messages really hit the mark, even if customer preferences change over time.
6. Supporting Social Networks Is A Team Effort
According to a recent Booz & Company study, 75% of social media marketers cite customer service as their top use case for their social media platform. Therefore, the close cooperation between marketing and customer service only makes sense for tracking and responding to online inquiries and complaints. Customers often need timely responses, and having an internal protocol and collaborative working groups on social media means you can respond quickly and efficiently.
7. Communication Drives Pr Initiatives And Storytelling Opportunities
Customer service employees are in the trenches every day; answer questions put out fires and do everything possible to satisfy the customer. They know which customers are happy and can probably determine which customers are willing to leave a review. PR professionals are always looking for great customer stories to pitch to the media, and building relationships with the customer service team will provide an invaluable resource.
Recognizing the importance of interdepartmental interaction and the value such internal communications can have in building customer relationships is the first step in creating an internal marketing approach.
8. Marketing Of Products
The customer success team is probably the best at understanding how customers actually use your products and services. And, to the surprise of many marketers, sometimes the way consumers use a product doesn’t exactly match the way marketers promote it.
Regular meetings between members of the marketing department and the customer service department will help avoid situations where marketing promotes a product feature that is underutilized or dissatisfied with customers. Or maybe your customers are using your product or service in a different way than originally intended and that your marketing team never thought to promote. This collaboration will help inform more successful future marketing initiatives and related products.
Customer service is the simplest component in this equation. It doesn’t cost a lot of money. It has to do with basic interpersonal skills. Be nice. Be aware. Put your customer first and make sure they know they are first.
While a business must continually attract and capture new customers, the primary focus and priority must be on satisfying and retaining the existing customer base. Companies that refuse to grow and retain their customer base end up failing.
Marketing attracts customers and customer service keeps them coming back.
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