B2B Customer Service Starts With Marketing and Sales

The following video explains how a business-to-business (B2B) company's customer service strategy must begin with marketing and sales. Ultimately marketing and sales is the all-important first step in helping to lay the groundwork for how the customer will be managed moving forward.

Marketing defines how customers will be serviced by ensuring that marketing produces qualified leads. Sales is then tasked with selling to those customers and making sure they meet the requirements as set forth by marketing.

Customer service is then left to manage the customer's expectations and needs in the after-sales portion of the relationship. Problems arise when marketing has created far too many unqualified leads, all in an attempt to show how efficient they are in lead generation. Sales then follows suit and closes as many of these unqualified leads as possible in order to make sure sales meets their objectives. Unfortunately, it's up to customer service to pick up the pieces.

When marketing tries to initiate interest in a new product or service by over-promising, then the consequences of an unqualified lead reverberate through the company's sales funnel. Marketing creates an unqualified lead, sales is then forced to sell that unqualified lead and make promises that can't be delivered upon and customer service is left to make it work with an upset customer.

In the end, it frustrates customers and makes them less willing to buy from the company.

http://www.driveyoursuccess.com Video explains why your customer service strategy starts with your marketing and sales department

Видео B2B Customer Service Starts With Marketing and Sales канала Ian Johnson