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4 Steps to Connected Marketing and Service Experiences

A unified marketing and service strategy can deliver more personalised customer journeys. Here's how to build yours.

What do customers really want? This is a question that marketers and service agents have been grappling with for ages. With more ways to connect than ever before, the answer has become more complicated. On average, consumers engage with companies across eight channels , forcing companies to fine-tune their channel strategy. According to our “State of Service” report, 84% of company decision makers are reevaluating their channel resourcing to meet customers on the right platform at the right time. From promotional marketing to customer support, the multitude of touchpoints along a customer’s journey necessitates a more seamless, connected marketing and service approach.

Here’s a quick answer to the above question. Customers want a smooth experience, no matter how they choose to connect with a business — whether they visit your website, engage on social media, or contact customer service. According to our “State of the Connected Customer” report, customers’ number one frustration is a disconnected experience.

By bringing all their data onto a single platform, teams can better manage full-funnel customer journeys and power more relevant experiences. This approach makes customers feel heard and valued — inspiring interest and triggering demand.

Connecting experiences through data benefits more than just your customers. Sure, that’s priority number one. But it also improves the efficiency of your different departments. It can help power marketing experiences that replace service case loads or unlock AI tools that can support agents to better scale the way they serve customers. This is all while ensuring the customer experience remains consistent and accurate for every customer.

Four marketing goals: Keep customers for life, satisfy to build happiness, accelerate benefits, & reduce service volume.

In this article, we’ll break down four steps to building this connected marketing and service experience that is beneficial for customers and your teams alike:

  • Keep: Acquire customers and keep them for life
  • Satisfy: Build customer happiness
  • Accelerate: Speed up the delivery of customer benefits
  • Reduce: Decrease service centre volume

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