Departments have different goals, and most times, their objectives will be different from the contact centers, but the truth is, every department is at its core a customer experience department. So how can a chief marketing officer (CMO) play a crucial role in your contact center?
At first glance, CMOs and contact center leaders may seem to have little in common. The CMO is typically focused on driving growth, brand engagement and customer retention efforts. On the other hand, the contact centre leader is focused on customer service management, service cost management, and customer satisfaction metrics.
But more so than ever, CMOs are collaborating more with contact center leaders in the name of improving customer experience management to drive revenue. Even though various goals of the departments may differ slightly, there are several ways CMOs can collaborate with contact centers to fine-tune their customer success strategies.
Here are three ways CMOs can work with contact centers to drive customer success.
- Focused data on customer behavior
CMOs rely on general marketing methods to gather data on their customers. They must compile this through their marketing efforts. Still, while social media reporting and surveys can offer good sights to leverage, it does not give the entire overview of the customer’s behaviour.
When CMOs and contact center leaders work together, marketers can leverage behavioural intelligence to predict better drivers of additional purchases from existing customers and customer churn drivers from customers’ expressed needs using a large volume of interactions.
- Inbound customer care calls can be used as a proactive marketing channel
AI and advanced analytics can analyze past interactions to predict a customer’s following action, including purchases and cancels. Marketers can use this knowledge to reach out to customers with the right offers at the right time.
- Create personalized experiences based on customers’ preferences
With behavior patterns and markers to predict future actions, marketers can create the right offers for the right customers. This way, high-churn-risk customers can be offered sales, promotions or other products to ensure they are not lost and remain happy customers. This approach has proven to be far more effective than other marketing techniques to optimize marketing spend on existing customers.