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Marketing and Service Join Forces
Customers want a consistent accurate answer regardless of which channel they use to contact a company. This simple fact, according to Kana CMO Marchai Bruchey, is one of the drivers leading to the convergence of marketing and the contact center.
Bruchey and I talked during Gartner's CRM Summit about some of the trends she's seeing in the market. One growing driver for the marketing-service connection, she noted, is the evolution of customer service. "At first there was assisted service, then came self-service, now we're moving to proactive service," she said. "But companies need an engine for it." This is why organizations are more closely connecting marketing and service.
Another area Bruchey cited as important to why marketing and customer service are collaborating is how companies can use the information generated in customer forums to build the content in the knowledge base share by the assisted- and self-service channels. She noted that this is especially relevant as the buying power of GenWeb grows. People in this age group often look to their peers in online communities and forums to answer support questions.
In what ways are you seeing the convergence of marketing and service?
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