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Closing the Gap between Marketing and Customer Service 

Closing the Gap between Marketing and Customer Service

Closing the Gap between Marketing and Customer Service

12/16/2010
By Donna Fluss
CRMAdvocate

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Imagine a world where marketing and customer service share the same goals and objectives instead of working at cross purposes. (The sales group is another issue altogether.) This tension, which negatively impacts the corporate bottom line, exists in too many enterprises because marketing groups generally focus on generating revenue, increasing market share and improving customer lifetime value while customer service is dedicated to handling interactions, controlling costs and providing an outstanding customer experience.

The inherent conflict is clear. Marketing is big-picture and revenue-oriented. Details, such as the servicing costs and inquiries/complaints that result from a poorly executed marketing program, are not their primary concern. Customer service, on the other hand, deals with the fallout and customer impact of all marketing campaigns and initiatives, whether they are successful or not, and must honor the commitments for all sold products and services.

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