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Donna Fluss is the founder and president of DMG Consulting LLC,
the leading provider of contact center and real-time analytics market research and consulting services.
She is the author of The Real-Time Contact Center, the Contact Center Executive and Management Briefing,
the Contact Center QA Guide, the PC-DSS Guide, and many other leading industry reports on contact center
hosting, UC, dialing, IVR, speech analytics, text analytics, performance management, workforce management,
surveying, QA/recording and contact center analytics.
Closing the Gap between Marketing and Customer Service
16-Dec-2010
Imagine a world where marketing and customer service share the same goals and objectives instead of working at cross purposes. (The sales group is another issue altogether.) This tension, which negatively impacts the corporate bottom line, exists in too many enterprises because marketing groups generally focus on generating revenue, increasing market share and improving customer lifetime value while customer service is dedicated to handling interactions, controlling costs and providing an outstanding customer experience.
The inherent conflict is clear. Marketing is big-picture and revenue-oriented. Details, such as the servicing costs and inquiries/complaints that result from a poorly executed marketing program, are not their primary concern. Customer service, on the other hand, deals with the fallout and customer impact of all marketing campaigns and initiatives, whether they are successful or not, and must honor the commitments for all sold products and services.
There is an obvious fix for this ongoing challenge. Senior managers need to assign the same top goals to marketing, customer service (and sales, for that matter).
More importantly, they need to convince marketing and customer service leaders to work together to achieve corporate goals. And there needs to be real consequences if they do not.
Please share your experiences and thoughts on aligning marketing and customer service organizations. I can be reached via email at donna.fluss@dmgconsult.com.
What's your take? (Send your thoughts)
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