as one to ensure unification of action
and seamless delivery?
The Case For Harmonization
There exists a business case for
the harmonization of the two
departments with four key highlights
to support decision making to speed
up the marriage.
To begin with, a marketer’s biggest
trump card is creating content that
will speak directly into the listening
of customers and potential customers,
and to have them curious about the
brand enough to engage.
Any marketing strategy worth its salt
will most definitely have an inbuilt
content definition, development,
discussion, and dissemination plan in it.
Creativity is fed from ideas; a steady
stream of ideas that can then be
converted into concepts and
communication projects.
Who better than those
directly at the heartbeat of
the customer journey to
provide insights into what
would ‘fly’ or otherwise?
The golden rule of customer
experience excellence is
to Know Your Customer.
Knowing one’s customer
involves profiling them
and understanding their
orientation, aspirations,
and challenges whether
perceived or real, and the
anticipated solutions. By
walking in a customer’s
shoes, the ability to think
through what would make
them tick and what would
constitute a good idea for
them comes alive.
Marketers need to be present in
the customer service department
meetings, to understand the nature
of the customers they want to speak
to, in the same way that customer
service professionals need to attend
marketing meetings to represent the
voice of the customer as marketing
campaigns are being devised.
Marketers and customer service
42 MAL 17/17 ISSUE
‘‘Marketers need to be present in the customer
service department meetings, to unde