Customer service is often not seen as the effective marketing tool that it is. It’s no surprise: on the surface, the two departments and their goals seem distinct from one another: Marketing is all about customer acquisition (or, attracting new customers), while customer service is all about customer retention.
And yet, limiting customer service’s definition to that superficial definition ignores a big part of its potential. If you scratch beneath the surface, it becomes apparent that these two seemingly separate functions have significant overlap. The bottom line is this: Providing excellent customer service isn’t just a matter of answering customer’s questions and solving their problems. It should also be a key part of an organization’s marketing strategy.