Social Customer Service for Marketeers

23 March 2017 by Anita Matthews

While Marketing Teams usually hold the social media purse strings, Customer Service Teams are the front line of customer engagement.  This infographic shows why closer collaboration between Marketing and Customer Service is key to improving customer retention and loyalty. 

As Martin Hill-Wilson states: "Social customer service is an open tap for content hungry marketers. The smart ones have already scheduled weekly news story sessions with their service colleagues".

These twin disciplines are the pillars of social media success for brands - but but do they always get the best out of each other?

Luke Brynley-Jones of Our Social Times comments: "The quality, speed and friendliness of your customer service now has a direct impact on marketing, ROI and brand perception".

75% of marketers using social media identify customer service as a primary use of their social media platform (Booz & Company).  However only 26% describe customer service as a department responsible for contributing leadership to social media strategies.

The goals, skills, tools and KPI's are quite evidently split between the two departments. While Marketing Teams aim to increase brand awareness and lead generation through pushing out information and generating positive engagement, Customer Service Teams aim to improve customer satisfaction and increase customer retention by listening, and responding to customer needs. How the two meet is often seen as a challenge among many organisations.

To explore this topic further, we have created what we think is a very useful infographic (below), which clearly shows the separation between Customer Service and Marketing. We have also collated some recent stats and industry insights which you may find rather surprising:

89% of businesses rely on customer service as their primary means of competition
82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly
70% of customers will do business with you again if you resolve their complaints.
A 2% increase in customer retention has the same effect as decreasing costs by 10%
62% of organisations view customer experience provided through contact centres as a competitive differentiator.


Clearly it is key for marketing and customer service to be closely aligned, to offer the customer the best possible experience.

Here are a few pointers to help collaboration:

  • Use a third-party social media management tool such as Sentiment to enable Marketing and Customer Service collaboration. Enquiries relating to customer support can be automatically routed to Customer Service teams, while brand and Marketing campaign queries can go straight to the Marketing team for fast resolution.
  • Collaborate on campaign and content creation ideas. Customer Service teams are in constant contact with customers and can provide useful insight on topics and ideas for Marketing that will resonate with the target audience.
  • Any misalignment of Marketing messages and actual customer experience can leave customers disappointed. Customer service teams can flag this to Marketing so that messaging is adjusted to ensure expectations match service levels.
  • Ensure Customer Service teams are kept in the loop regards upcoming Marketing promotions, events and campaigns so they are fully briefed and can answer and respond to questions relating to these quickly and easily.
  • Tap into positive Customer Service experiences that can be used by Marketing such as testimonials or case studies.

Request a free demo to learn more about how the Sentiment platform supports both Marketing and Customer Service Teams...

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Editors note: This post was originally published in April 2014 and has been completely revamped and updated for accuracy and comprehensiveness.

Tags: social customer service tools, social customer service webinar, frustrated customer, customer service vs. marketing, who owns social customer service, Customer care, social customer service