I have been thinking a lot recently about the way that modern organisations are changing their internal structure. Much of this has been driven by the need for the customer service team to evolve from a purely reactive service into a proactive engagement that becomes an integral part of the way brands market their service.
Changes in the customer journey have redefined how brands interact with their customers, not just in the number of channels available for interactions, but in the level of engagement that a customer expects. A few years ago, who would have imagined that a customer could ask their local supermarket a question about how to make chicken soup, and the supermarket would respond with a recipe? There are millions of interactions like this each day that have redefined brand engagement.
This has led to blurred lines between marketing and customer service, but this also creates new opportunities for companies that are ready to transform the way that they do business. This article from Destination CRM lists three key areas where a customer service and marketing team can collaborate and create real value for the business.
These three tips really highlight some transformational opportunities available by allowing the marketing team to work closer with customer services. Can you think of more? Leave a comment here or get in touch via my LinkedIn.
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