Download - Sales, Service and Marketing are converging . The point of intersection is customer experience
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Sales, Service and Marketing are convergingAnd the point of intersection is customer experience
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There’s been a lot of talk recently
about alignment.
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Sales and Marketing alignment.
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Marketing and Service alignment.
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Service and...
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…you get the idea.
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It means something like ‘making sure customer-facing teams work towards a common goal’.
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And by ‘common goal’ we generally mean…
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…‘creating great customer experiences’.
Learn how to, with our expert guide.
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Alignment has been hailed as a miracle cure for a host of customer experience problems.
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Problems that arise when teams work in
isolation and their wires get crossed – or the wires that should get
crossed don’t.
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Problems that make it impossible to create
experiences that keep customers coming back.
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And the worst part about these bad practices?
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They’re self-inflicted.
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salespeople, customer service leaders and marketers.
The systems and structures that hold salespeople, customer service teams and marketers back were created by…
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Sure, they were designed to help us win customers and keep them happy.
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But if you’d asked an actual, real-life consumer to design their ideal experience, you’d get something that looked very, very different.
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Each department was trying to help customers. But because they weren’t talking to each other, they were actually making the customer experience worse.
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So tighter alignment of Sales, Marketing and Customer Service was an answer to that problem...
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...and it worked!
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When you get alignment right:
• Marketing budgets work harder
• Sales conversion rates go up
• Fewer opportunities are wasted
• Customer issues are resolved faster
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Which, for lots of us, sounds like a job well done.
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But for a growing number of us (the ones whose desire to please customers teeters on the brink of obsession) it’s still not enough.
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Something bigger needs to happen, and we think it’s already underway.
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It’s what happens when you take the thinking behind alignment to its logical conclusion.
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We call it convergence.
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If alignment
working in parallel,
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convergence
coming together to work as one.
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The order to align might come from the
guys at the top.
But real convergence often happens from
the bottom up.
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It’s driven by customer demand for a flawless, seamless experience wherever and however they interact with your brand.
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It’s enabled by collaborative technology but it’s led by the people on the front line of customer engagement.
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They’re the ones who have to meet these new expectations every day – and when we fail, they feel it first-hand.
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It starts when a marketer spots a red-hot upsell opportunity.
Or when a salesperson solves a customer care issue.
Or when a service rep looks at common customer queries and comes up with a great content marketing idea.
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This kind of convergence isn’t just desirable…
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...it’s inevitable.
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Individually, these departments have had their own Eureka moment.
“ Holy synergy! This works better than silos!”
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Now they’re catching each other’s eye across the office.
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Success breeds success.
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Collaboration takes off.
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Customers are happier – and keep coming back.
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So what does convergence look like?
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1. Alignment – in pursuit of common goals
2. Communication – sharing insights (actually, y’know, talking to each other)
3. Measurement – tracking the same metrics
And here’s the surprising one: 4. Even greater specialisation.
Four things:
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It may seem paradoxical, but this kind of convergence is achieved through greater specialisation, not less.
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Customer needs aren’t best served by a team of generalists working in an amorphous blob of a department.
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The ideal is a single customer-serving discipline – but it’s made up of as many distinct specialisms as it takes.
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It’s a platform where anyone in the business can get a single view of a customer and solve a bunch of issues when they arise – though not necessarily all of them.
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And when they come across a problem they can’t solve, they know just the person who can.
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Of course, it won’t be an easy change – especially for some of the more traditional VPs of the Old Way.
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But this isn’t revolution...
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...it’s evolution.
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From the business’s point of view, it’s a revenue-generating machine with lots of moving parts doing their bit.
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And it’s always learning.
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It’s not the end of Sales, Marketing and Service, but it could be the beginning of the end of the discrete departments as we know them.
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Ready for the Great Convergence?
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Connected customer experiences start with connected companies.
Make sure you’re ready. Read our expert guide.