July 11, 2014
Marketing is adopting an increasingly influential role in customer service due to the rise of customer-centric thinking and digital communications. But the shift is causing friction between the two functions.
That was the view of industry representatives participating in an executive panel event organised by consulting group, Bluewolf, in Sydney. All agreed building a strong relationship between marketing and customer service functions is vital to the success of an organisation’s customer approach.
Bluewolf’s national sales director, Jason Bargent, described marketing and customer service as the new two “powerhouses” in organisations. While much industry debate has centred on marketing’s bigger role in technology procurement, he claimed the missing piece in these discussions is customer service.
“It’s not just about the CMOs and CIOs, it’s the marketers and also the customer service teams,” Bargent said. “To put the customers first every time, you have to put the views of these two teams first.”
