Customer Care: The Next Big Marketing Channel

As a business owner, you already know that customer care is critical to integrated marketing. After all, Communicators must tactfully reply to social media customer care quandaries. What’s more, great customer care boosts the reputations of companies, thereby, heightening the credibility and visibility of marketing campaigns.

But recently, customer care has been recognized as a full-fledged marketing channel. Thanks to the emergence of the various different customer care channels—such as email, live chat, social media, etc.—the customer care department is now a hub for marketing opportunity.

Below are various ways in which customer care is becoming the next big marketing channel:

  • Upsell/Cross sell: Let’s say a consumer inquires on social media or live chat about a particular product or feature. The Communicator servicing the ticket has the power to either upsell or cross sell the customer on additional products and/or features that would fit his or her particular needs.
  • Word of mouth: When a customer has an outstanding customer experience with a Communicator, he or she is likely to spread the word to his or her friends, family and peers. Essentially, this individual is spreading brand awareness about the company without ever coming across any marketing messages.
  • Brand management: Your brand’s reputation is paramount to its success and revenue. The customer care department is often the first point of contact for many customers. Therefore, Communicators play a major role in your brand management and reputation.

The lines between marketing and customer care will continue to blur as more digital channels are introduced. Above are just some of the examples of ways in which customer care can assert itself as a viable marketing channel to drive sales and improve a company’s bottom line.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.