It is certainly logical to expand your contact center capabilities to light a fire during a new sales campaign. It also makes sense, in the customer-centric world we live in, to be prepared with extra support for customer service agents tasked with putting fires out.
But in the hustle to provide additional support for a demanding sales force and overwhelmed service department, it is often the case that marketing gets left in the dust.
Businesses that hope to succeed in a connected, interoperable world cannot afford to compartmentalize in this fashion. In fact, when the right contact center solutions are deployed at the right time, you’ll be able to break down silos so that your marketing, sales and service initiatives work to build each other up for maximum impact.
Continuous feedback for real-time response
As the nerve center of your business, the contact center is an optimal place for marketing and sales to converge. Your contact center can conduct personalized inbound or outbound marketing efforts around a new initiative, gathering real-time feedback from consumers and responding to inquiries immediately. Integration with your sales force will enable you to respond to problematic trends and tweak your campaign accordingly.
Turn challenging issues into customer wins
A frustrated customer communicating with your contact center is at a crossroads. The story can end badly, with a lost relationship and a bad review rant disseminated across social media for a cascading negative impact. Or, if guided by a highly-skilled agent, the customer can truly be heard, helped and happy. These customer wins can be useful if viewed through a marketing perspective, while also demonstrating the value of an integrated approach.
Consistency is about staying on message
What happens when your marketing team, sales team and customer service team aren’t reading from the same script? You end up with lots of confused customers and lost sales. From the C-Suite to the contact center, your success hinges on your organization’s ability to stay consistent with your brand, your message and your offerings.
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