Enhance Your CX Program by Integrating Customer Service and Marketing
December 9, 2019
In today’s hyper personalized world where Artificial Intelligence (AI) and Big Data technologies are transforming Customer Experience (CX) – marketing and customer service teams have a unique and unprecedented opportunity to collaborate and create a win-win proposition for each other (and the customer!).
The contact center is no longer a black box of data. Using technologies like machine learning and AI-powered text and speech analytics, it has transformed into a CX hub that provides ongoing operational insights to various business lines—especially marketing. A marketing team that can analyze millions of interactions and segment this feedback along demographic, geographic, behavioral, or psychographic lines will have direct insight into customer needs and wants. Further overlaying sentiment and emotion analysis on this interaction data will allow marketing teams to devise strategies and campaigns that create a strong emotional connection with their customers.
On the other hand, strong communication from marketing to customer service teams will help frontline agents strengthen brand promise and deliver a better experience. For instance, marketing should be identifying “target segments and customer personas” that customer service needs to pay attention to. When someone from this target segment contacts customer service, they should have the best possible experience—from low wait times to being matched to the right agents who can not only solve their immediate issue but offer up the best next possible action.
Marketing also needs to constantly communicate the brand promise and company messaging to customer service teams. This brand promise should then be embodied by the frontline agents – whether it’s reflected in an opening greeting, a closing statement or in the training they are provided to solve customer issues. It is critical that the customer should not feel a disconnect between a brand message at any point in their journey with your organization.
Finally, at a more tactical level – marketing should let customer service teams know of any marketing campaigns, special discounts and promotions that are being planned. This information can be used by customer service to plan their staffing to handle spikes in inquiries and train their teams on the appropriate procedures when handling inquiries related to a new promotion.
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About the Author:
Shorit Ghosh is the Vice President of North America Services at Clarabridge. Shorit manages a team of consulting managers, business consultants and technical architects to help his customers improve their own customer experience, increase revenue, and reduce cost and churn.