Customer service has always been an integral part of marketing. After all, good customer service can lead to word-of-mouth advertising and brand loyalty. Studies show that it can cost businesses 10x as much to acquire new customers than to keep existing ones. As a result, it is essential that you keep your customers happy as they will repeat custom and bring friends to your business.
Word-of-mouth advertising is the best kind of advertising; therefore your customer service team should be an important part of your marketing strategy. Your customer service team is the part of your business which directly communicates with your customers and therefore it is essential that they market your brand effectively.
Here are five ways your business will benefit from customer service and marketing integration:
1. For Valuable Market Research
Your customer service team has a deeper understanding of your customer personas and can offer your company valuable market research. They understand the inner-workings of your customers, where your customers spend their time and where you should be targeting your marketing efforts to identify those better quality leads.
2. For Success Through Word-of-Mouth
86% of customers quit doing business with a company after experiencing bad customer experience. It is therefore essential that your customer service team are aware of the services you offer and the needs of your customers in order to market your brand effectively. Customers who form an emotional connection with your brand are the ones who are likely to repeat business and recommend your company to others.
3. For a Structured Social Strategy
75% of marketers identify that customer service is the primary use of their social platform. As an increasing amount of customers turn to social media to communicate with company's directly, it is essential that your social media manager has the training and the resources to assist in enquiries.
4. For Content Which Reigns King
Experienced marketers understand the importance of fresh content being regular posted on their company's website. But sometimes the steady flow of ideas can be often lost. Here is where the customer service team can save the day! They learn about customers problems, their interests and needs. The customer service team is probably bursting with ideas for content.
5. For the Prevention of Customer Loss
An indication of an effective marketing team is one which sets clear expectations of their business products and service. By setting clear expectations, the transition from lead to customer becomes effortless. If co-workers sing from the same song sheet and share the same ideals - be that marketing or through word - your brand will see an increase of loyal customers.