How customer service and marketing should collaborate in eCommerce
An e-commerce marketing team always wants to know what's working to drive sales to understand customers better and drive more. In contrast, the customer service team typically gets bombarded with ticket volume - especially when marketing succeeds at driving more sales. This can create a bit of an adversarial relationship between marketing and customer service.
It's possible, though, to supercharge each team by aligning them. By aligning marketing and customer service, both departments can reach goals together.
At HelpFlow, we provide 24/7 live chat and customer service teams for over 100 brands. In addition to handling sales and customer service, we integrate deeply with each client and work closely with their team. Collaborating with marketing is a big part of what we do to maximize marketing and customer service results. This post will talk through a few things you should consider implementing in your own teams.
Your marketing team will constantly be launching new campaigns. This creates a challenge for the customer service team if they don't clarify what's being offered in the campaign or, worse if they don't know that the campaign is launching and will drive ticket volume.
Below are a few things to get in place to align customer service and marketing with marketing campaigns:
By having a systematic way that marketing and customer service stay aligned, you set the foundation for both teams to supercharge each other's results.
Marketing typically has specific KPIs that the customer service team can influence since they interact directly with customers all day long. For example, suppose the marketing team focuses on driving an increase in sales for a specific product line. In that case, the customer service team can look for customer communication opportunities to drive sales.
There are a few ways to drive deeper alignment between marketing and CS:
While marketing will primarily drive sales with some form of traffic and email campaigns, customer service can drive a big chunk of results by aligning their communication efforts with the marketing team's goals.
While you can grow your business by having each department execute well, true scale comes from aligning departments so that 1 + 1 = 3. Aligning customer service and marketing to make both departments more successful. That happens by aligning them on the timing and details of launches, target KPIs, and shared insights from customers.
Want to supercharge your customer service and marketing results?
Have a question on how to apply this? Don't hesitate to reach out!
HelpFlow can drive sales by having our team of human agents available on live chat 24/7 to predict and save abandons before they happen, proactively reach out and engage with visitors via SMS and email after they abandon, and by answering visitor questions live on your website to convert visitors.
Learn MoreHelpFlow can drive sales by having our team of human agents available on live chat 24/7 to predict and save abandons before they happen, proactively reach out and engage with visitors via SMS and email after they abandon, and by answering visitor questions live on your website to convert visitors.
Learn More