To ensure a company’s social media success, a company’s marketing and customer service teams must be in sync. However, this is not often the case in real-world applications.
Bottom line-focused marketing teams sometimes overlook or undervalue the direct impact of social customer service on specific marketing objectives and brand perception.
Metrics company Sentiment recently created the following infographic to explain the diverse skills, processes and tools used by marketing and customer service professionals, and how the two branches can work together effectively:
Marketing teams aim to increase brand awareness and lead generation through pushing out information and generating positive engagement; customer service teams aim to improve customer satisfaction and increase customer retention by listening, and responding to customer needs.
Important insights include the following:
- Eighty-three percent of consumers require some degree of customer support while making an online purchase.
- Eighty-two percent of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly.
- Seventy percent of customers will do business with you again if you resolve their complaints.
- Sixty percent still cite marketing as the main function of social media channels.
- A two percent increase in customer retention has the same effect as decreasing costs by 10 percent.
- Sixty-two percent of organizations view customer experience provided through contact centers as a competitive differentiator.
Check out the infographic below: