Communication: as people we do nothing else all day. You would think we are very good at it because of all that practice. But that is not the case. I still see practical examples where the lack of good communication between departments within companies results in poor customer experiences.
You might recognize it from days gone by, or maybe this is how your organization still operates: in many companies it seems that the service and marketing departments are often stand-alone departments that work independently of each other. Marketing wants to bring in as many views, clicks and leads as possible, customer service mainly wants an ‘empty cue’ and to answer as many customer questions as possible. It's a shame that both departments don't work well together: when they do, you can provide a much better customer experience.
Customer service becomes value-based
Today's consumers set the bar higher than ever before when it comes to the type of interaction that customer service has with them. Consumers no longer tolerate automated, impersonal answers, and they expect customer service to know them inside out. As a result, customer service is becoming increasingly value-based: the focus is on improving the customer experience. For a company it is the first and last link in providing service. When it comes to customer service, good companies become better companies and ultimately a beloved brand
The same applies more and more to company marketing: consumers increasingly expect personalized messages and offers. Think about the marketing emails you receive: how annoying is it when you have just ordered something from your favourite webshop and two days later you receive an email with a discount voucher that is no longer of use to you. You feel you are being messed around: as a loyal customer, you had hoped, and maybe expected, that the company would automatically apply this discount to your order. Or, in the context of 'what you don't know, won't hurt you', you wish you hadn't even received this email at all.
Combine service and marketing for a good customer experience
With good communication between service and marketing, both departments can prevent consumers from receiving emails that they shouldn't. Think of the discount voucher mentioned above and also of products promoted in a marketing email, which are temporarily out of stock, information which customer service knows all about. In the case of the discount voucher, customer service could have noticed that a customer had just placed an order and notified marketing not to send this customer a promotional code for a while.
It also works the other way around: in contact with the customer, a customer service agent can make a product recommendation to the customer based on input from marketing emails (what does this customer click on e.g.?). Good communication between or a combination of both departments will not only do your customer experience good, but can also contribute to optimizing your go-to-market processes.
If you're bringing service and marketing closer together, or you've already decided you need to, Salesforce Marketing Cloud and Service Cloud can help you integrate both departments. These clouds, if properly implemented, can work in perfect synergy with each other.
Anyone who has properly implemented both clouds will be doing their consumers a great favour. For example, if a customer updates his or her date of birth via a marketing email, this is pushed to your Marketing Cloud, which then passes it on to the Service Cloud and all details are immediately adjusted. The next time this customer contacts the service centre, the service agents will immediately have the correct information in front of them.
How to get started?
At Gen25 we helped Oger and Riviera Maison, with the implementation of both clouds. We started by mapping out the customer: what is important and what are the various processes? Then we started workshops that included representatives from both the service team and the marketing team. This gave us better insight into the questions the teams were struggling with and how we could find an answer to those. After the implementation, we ran a number of tests to see if everything was working properly. Then we began the optimization process.
Ultimately when everything functions properly, it is the intention that the customer experience improves. If you buy shoes from a webshop, and they happen to be on sale two days later, the retailer will be able to see this because of the link between service and marketing. An email to you with the message that they put a credit on your account for the next time you order, saves them a lot of returns and makes you a happy customer. And that's what it's all about in the end.
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