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Amy Post
by Amy Post
on July 3, 2018

We’ve heard it over and over again, how important it is for your sales and marketing teams to align with each other for maximum results and growth. But what about those customer support teams? Don’t they play a pivotal role in working with your biggest marketing and sales asset, your clients? Studies continue to show the importance of your current customers in effective business growth strategies, but yet very few companies report a strong alliance between their sales, marketing, and customer service teams.

Did you know that 72% of happy customers will tell at least 6 people about a good customer experience they had with a brand?

But what can you do to start the process of aligning your customer experience teams with your sales and marketing teams so you take advantage of all the marketing and sales opportunities possible?

Here are our 5 alignment tips:

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1. Understand the Customer Journey

Marketing, sales, and customer service teams should all know exactly what processes took place for your customers to find you, purchase, and gain customer support assistance from you. Outline what those steps look like and get feedback and input from all three departments. That way, when a problem occurs, each team understands what might be needed in order to solve that customer’s problem faster and more effectively. Doing so ensures the entire journey is a more pleasant one that leads to happier customers and ultimately, more referral business for the sales team.

2. Learn how the Opposite Departments Function

You’ve heard the saying about the right hand not knowing what the left hand is doing, right? Same goes for your customer support and sales and marketing teams. Much like it took some time to align sales and marketing together, the same process should go for customer support. Everyone needs to have a clear understanding of the roles, primary challenges, and processes of each department. Once that’s complete, team members will know exactly who they need to contact, and when to meet a customer’s needs as they transition to the next stage in the customer journey.


Does your customer service team need a reboot? Here are some helpful improvement tips. 

3. Conduct Regular Meetings 

The above two suggestions aren’t possible without ongoing and regular meetings where information is shared between the three groups. In the beginning, mapping out the customer journey and educating others on how the departments function may take more frequent meetings, but after those are complete, a monthly or quarterly meeting to regroup and identify any changes or new challenges will likely be all that's needed.

4. Utilize Customer Feedback to Enhance Sales and Marketing Process

Have you ever heard this: “The sales rep never told me I was going to need to provide that to you.” Or on the other end, “What does your customer support do if I have a problem with your product?” When this type of feedback comes in, it’s important to utilize your new collaboration between departments to ensure you can clearly communicate between the stages of the customer journey and streamline your conversations so you can circumvent communication breakdowns and explain processes clearly, regardless of which department is talking to the customer.

5. Invest in Tools that Connect Teams Together

There are many tools available today to make collaborative efforts like this one easy and seamless.

Your customers should feel as if each interaction with your company is seamless, so when they call in for a customer support issue, your representative should know every detail about the process they went through to get there. While this may sound like a superhuman feat, technology helps to make this all possible. Tools like HubSpot tie all your marketing, sales, and customer support processes into one system, making it easy to track and identify everything about that particular customer's interactions with your organization. And I know it should go without saying, but once you invest in the technologies to do this, make sure every department leverages it or we go right back to that old saying when the right hand doesn’t know what the left hand is doing. Want to learn how HubSpot can make your department alignment happen? Click below to get a demo of the brand new Service Hub.

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