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How can a customer experience influence consumer behavior? According to recent research, “After one negative experience, 51% of customers will never do business with that company again.”


Imagine all the effort you put into your meticulously crafted marketing campaign ruined because of an ineffective interaction.


Nowadays the importance of customer service goes beyond a single transaction, it involves delivering a wholly immersive experience to your audience that leaves them wanting for more.

Social media has helped bridge the gap between customers and brands, and in doing so, has amplified the importance of the customer’s needs and wants. Brands can be made or destroyed through one social media interaction.

A well-aligned strategy between marketing and customer service departments can help a brand position their product, service, and establish its core values among the audience. Here’s why marketing and customer service should work hand in hand:


Customer Service Knows Your Buyer Personas

A buyer persona is an idealist representation of your target audience. This portrayal can evolve over time, and a well-developed customer service strategy can help you identify its flaws and course-correct as needed. When customers share their story and experience with a brand, they’re teaching your brand how to improve your product, service, and business.

Understanding the importance of customer service in your marketing campaigns can help you have a better grasp of your customers' needs, problems, and interests, providing you better quality leads, focused analytics, and improved reception of your product. 

Better Success Rates of Shared Goals

Your customer service team knows how and why customers use your products, and this is gold for your marketing campaign. Your customer service team can help align campaigns and promotions to fulfill the interests of your customers.


Customer opinions matter, more than 75% of buying decisions are based on reviews about the product quality and customer experience.


On social media, an unsatisfied customer exposing a bad experience with a brand can either make or break you. If a public complaint is handled correctly by your customer service team, it could turn into an opportunity to convert the customer and gain insight about your audience’s needs.

Maintain Brand Reputation & Reinforce Core Values

A marketer’s job doesn’t end once the campaign is done. It’s their duty to measure the effectiveness of the campaign efforts, customer satisfaction, and overall success. A happy, satisfied customer will likely do business with your brand again, and recommend others to do so.

Recent studies show that 7 in 10 Americans said they’d spend more money with companies they thought provided outstanding customer service. Make sure to deliver exceptional customer service that portrays your core values, this will be a differentiator and give you a competitive edge over similar companies. Good customer service will help improve customer retention and increase customers’ trust.


Customer service and marketing departments need to work hand-in-hand to gain the customer’s trust. Brands approach customers through marketing campaigns, and customers go to customer service when they need to contact brands. As a marketer, it is crucial to understand the importance of an extraordinary customer service performance to keep your customers happy and help your brand achieve success.


Is your company ready to build a fulfilling collaboration between marketing and customer service? See what we can do for you.

Francisco Martinez
Francisco Martinez

As a Digital Customer Service Manager, Francisco knows the importance of listening to customers. His 10 years of social media experience make him an invaluable asset to the digital customer service team. Before joining SPS DGTL, he worked with Citi, monitoring social media outlets such as Twitter, Facebook, Instagram, YouTube, & Google+ for customer service opportunities.