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In keeping with our company philosophy, See the World Through Your Customer’s Eyes, we believe that all customer touch points should integrated with each other, so that no matter who the customer connects with in your company, their experience is consistent, clear, and coordinated.

There are three elements of a company that propel its business: marketing, sales, and customer service.  Most companies know, theoretically, that these three elements need to work together effectively to produce steady sales, revenue growth, and happy customers.  However, oftentimes there are aspects of human nature that get in the way of each of these elements performing to the best of their capabilities.  The ability to identify, address, and resolve these issues goes a long way towards building long-term success. 

 Marketing is the Introduction and the Promise

A business’s marketing materials frequently serve as its letter of introduction to prospects.   Brochures, direct mail pieces, product sheets, newsletters, advertisements, web sites – all of these things serve the purpose of introducing a prospective customer to your business’s offerings, or informing a current customer of additional offerings that may be of interest to them.  But it is equally important that they also feed the internal knowledge of the sales and customer service staff.  Therefore, it is imperative that the information put forth in these materials be clear, concise, accurate and most significantly, based on what is important to the customer. 

Sales is the Listener and the Relationship-Builder

A sales representative is a business’ ambassador to its customers and prospects.  Since strong relationships are built on trust, it is essential that the sales rep have a keen understanding of breadth, depth, and scope of his/her company’s offerings.  While salespeople are usually compensated based upon the number of sales they make, a relationship based on integrity and honesty have a much longer shelf-life, and bear more repeated rewards than a quick sale based on sketchy details.  It is crucial that the salesperson’s articulation of the company’s offerings is identical to what is being explained in the marketing pieces.  This way, the printed message reinforces, and is reinforced by, the verbal messages.  This is how trust is built.

Customer Service is the Promise-Keeper

The third part of this equation is ensuring that the customer service team is singing the same song as the salespeople and the marketing pieces.  You will frustrate your customer if, once they digest the marketing materials and shake hands on a deal with a salesperson, they call for service or clarification, and get a different message.  Or even the same message, but delivered in different language.  It is fundamental to your business’s success that the post-sale communication underscores the ideas which prompted the customer to buy in the first place.  Do not underestimate the importance of the comfort of the customer with his/her buying decision, post-sale.  This is vital to a long-term relationship, and a well-trained, well-informed customer service team can cement that relationship for your business.

Problems have been known to arise in businesses when these three divisions have different understandings, or different opinions, or different approaches.  Marketing may be trying to tout an aspect of a product or service which, to them, seems fresh and revolutionary, where sales sees the customer as seeking a simple, dependable solution.  Sales, in their enthusiasm to please the customer and strike a deal, may promise delivery on things that are not yet ready for customer consumption.  Customer service may not have sufficient training concerning the customer account, and the application, cost, or turnaround of his product or service, which may confuse the customer even more than before he/she placed a call. 

Is it possible to achieve business success when your marketing, sales, and customer service each have different goals, objectives, and agendas?  Sure, it’s possible, but a lot of luck is needed.  Rather than leave this critical aspect of business to chance, smart companies ensure that each department is reading from the same page.  Ultimately, the three divisions will play together better, and the customer will benefit from the comfort of a trusting business relationship.

            By Charles Dennis 

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