In my last blog post I discussed the importance of aligning customer service and marketing and gave a couple ideas on how to start a relationship with the marketing department. Marketing departments and contact centers in businesses worldwide are finding a growing importance in this relationship so I thought I would share a few more ideas.
- The use of mobile devices, specifically smartphones, is becoming widespread and people are often contacting customer service centers from mobile devices rather than landlines (Apple seems to agree). Mobile has become a huge topic in the marketing world, but many companies are still trying to figure out the best way to capitalize on this relatively new media. So here’s my idea: work with your marketing department to figure out how your customers use their mobile devices. More than likely, your marketing department is trying to figure out how to reach customers through mobile and you have access to customers while they’re on mobile devices. If you have a satisfaction survey at the end of customer service calls, add a question that asks if the customer is using a mobile device. Or, get your agents to talk to customers about their mobile usage rather than placing them on hold. This will give you, and your marketing department, a starting point for deciding how to best exploit the mobile world.
- There are countless examples of companies that have faced huge public relations blunders thanks to an angry customer who shares their negative experience through social media (United Airlines, Maytag, and the list goes on). When handled correctly, negative social media comments are an excellent opportunity for companies to resolve issues and publicly show outstanding customer service. This is a great opportunity for customer service and marketing to work on a plan for handling potential social media problems. You and your agents specialize in customer service and your marketing department specializes in branding so together you can formulate a proactive response to any potential social media crisis.
- Serve as a sounding board for each other. Your call center team probably has more customer knowledge than any other department in your organization. It’s very likely that you have answers to many of the questions your marketing department has about how customers use products and what common pain points are. It’s also likely that they have answers to some of your questions; especially with things like social media and other customer-facing programs.
How else can customer service and marketing align?