Sprinklr’s Arun Pattabhiraman discusses how brands can bridge the gap between these two capabilities.

Happy customers make strong brands. Companies that provide excellent customer service not only increase customer retention, but can also have a positive impact on marketing through message amplification, positive reviews, and strong public perception. But despite this obvious opportunity, marketing and customer service are still largely viewed as separate and unrelated functions.

CMSWire spoke with Sprinklr CMO Arun Pattabhiraman to learn more about the connection between customer service and marketing and how brands can develop a more unified approach to customer experience.

Flywheel instead of funnel

In today’s digital-first world, customer journeys become more complex and teams need to collaborate more, but there’s still a big chasm between customer service and marketing. “Marketers are trying to bring in new customers, but customer service teams are working quickly to keep customers off the phone,” he says. “The result is an inability to truly understand and serve customers.”

He added that the disconnect between marketing and customer service is becoming increasingly difficult in today’s social media-driven society. What your customers say on social media matters most, and what they say about your brand is highly dependent on the customer service you provide.

“The customer lifecycle is increasingly a flywheel, not a one-way funnel,” said Pattabiraman, saying that sales must take place at all customer touchpoints, and customer contact centers are designed to cross-sell and up-sell. He said it could be a significant revenue driver through

An image of a person in front of a computer about to receive a video call.

build connections

Pattabiraman said businesses can start closing the gap by making social and other digital media central to their customer service strategy.

“Traditional strategies and systems are holding companies back,” he said. “Customer service he leaders must approach service in a digital-first manner that integrates teams, processes, data and technology.”

You also need to make it easier for all your teams to collaborate, whether it’s your social media services team, traditional customer service team, or marketing. All customer views and data must be shared to ensure they receive a consistent experience regardless of the channel they use.

Finally, companies need the right technology to enable this kind of collaboration. Having an integration stack that works across departments enables customer service, sales, and marketing teams to access data across their various customer touchpoints.

Quote: "Customer service leaders must approach service in a digital-first way that integrates teams, processes, data, and technology.

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