Support and marketing departments must often interact because these two departments play an essential role in the customer journey. By working effectively together, both departments can build a customer base that allows them to cross-sell and upsell more effectively during customer interactions. This blog will discover ways marketing and support teams can collaborate.
1. Unique Selling Points
Your marketing team has likely extensively evaluated your products and services to determine your company's key selling points. Your support team can help to understand what your customers find the most compelling benefits by asking them why they converted. They can ask customers what factors made your brand stand out, which features drew their attention, and what ultimately prompted them to choose your company over your competitors. If their responses differ from the marketing team's ideas of your product's "key selling points," your team can adjust accordingly. Your campaigns will become much more effective in engaging your target audience if you include the details they find most compelling.
2. Customer Personas
Marketing teams typically create customer personas based on the "ideal" customer. Personas can still be fiction, no matter how well they are researched. However, your support team has first-hand knowledge of who your customers are. By involving your support team, marketing can build accurate, well-rounded representations of each segment of your audience based on their interactions. Furthermore, since your support team keeps in touch with customers after they have converted, they can also provide insight into which segments are the most valuable.
3. Marketing Campaign
You should ask your support team how your customers first heard about you before starting a campaign since you want to know the most influential touchpoints for your campaign. Using their insight, your marketing team can target an audience that is likely to remain loyal to your company. In addition, when working on content strategy, your support team knows exactly what information your customers need, as they ask for it regularly. Your marketing team can create content that addresses the most common problems and questions.
Final Thoughts
The goals must be realistic and aligned between the two teams.
While all departments aim to drive revenue, each department has goals based on its day-to-day responsibilities. Marketing and support teams could work together to eliminate most guesswork when launching a new campaign. Customer service teams can share information about which products generate the most customer complaints and inquiries. Rather than wasting resources on customers who are unlikely to return, the marketing team could focus on reaching those who are happy with the products they have already purchased. The best way to ensure effective engagement and alignment between departments is to invest in technology-based tools for collaboration.
With Zendesk Suite (Support, Chat, Talk & Guide), your support and marketing team can easily collaborate and engage customers efficiently. Zooloo offers a full range of Zendesk services, from sales to consulting to implementation to system integration. Get in touch with sales@zooloo.asia.
- Discover more about Customer Engagement Strategies
- Find some tips on e-Commerce Strategies
- Looking closer at Omnichannel Support Strategies
Tags: #zendesk #omnichannel #digitaltransformation #digitalintegration #digitalsolutions #smestrategy #ecommercestrategy #emarketplace #customerengagement #customerretention #customersuccess #edg #psg
