While Marketing Teams usually hold the social media purse strings, Customer Service Teams are the established kings of customer engagement.
As Martin Hill-Wilson states: “Social customer service is an open tap for content hungry marketers. The smart ones have already scheduled weekly news story sessions with their service colleagues”.
These twin disciplines are the pillars of social media success for brands – but how well do they know each other?
Luke Brynley-Jones of Our Social Times comments: “The quality, speed and friendliness of your customer service now has a direct impact on marketing, ROI and brand perception”.
The goals, skills, tools and KPI’s are quite evidently split between the two departments. While 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. How the two meet is often seen as a challenge among many organisations.
To explore this topic further, we are taking part in a webinar hosted by Our Social Times on June 18th 2014. Our CEO, Leon Chaddock, will be joined by Luke Brynley-Jones, Ben Kay (EE), and Rorey Jones (Spotify). It’s set to be a fantastic discussion. You can register your place here.
We have also created what we think is a very useful infographic (below), which clearly shows the separation between Customer Service and Marketing. We have also collated some recent stats and industry insights which you may find rather surprising:
83% of consumers require some degree of customer support while making an online purchase
82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly
70% of customers will do business with you again if you resolve their complaints.
60% still cite marketing as the main function of social media channels.
A 2% increase in customer retention has the same effect as decreasing costs by 10%
62% of organisations view customer experience provided through contact centres as a competitive differentiator.