Customer service and sales are converging

When functions such as customer service and sales are out of sync, it’s hard to impress consumers or create lasting client relationships.

Companies that exist with every function in a distinct silo are at a disadvantage today. If the sales and customer service teams are out of sync, for example, an organization may end up delivering a disjointed experience leaving consumers dissatisfied. Forging better internal connections may be a company’s best hope of representing themselves effectively to their audience.
The problem with isolated departments is quite simple: Businesses seem monolithic from the outside. When customers speak to companies through any of the numerous channels available to them today, they expect to have an experience consistent with all of their other interactions. When organizations have poor communication or consistency internally, they could fail to live up to expectations. Maintaining client happiness is an ongoing process that is easier to handle when teamwork extends between departments, instead of just thriving within them.
Sales and customer service unite in cooperation
Business 2 Community contributor Jim Fisher recently described the process of breaking down silos between departments such as sales, customer service, marketing and more. He noted that companies should undertake this process for one important reason: Today’s interactions with consumers take the form of long-term relationships. If a sales rep is completely cordoned off from the individuals handling social media communications and the team putting together marketing efforts, that means starting a new interaction in each of those departments rather than creating one harmonious conversation.
When it comes to actually setting up lines of communication between different departments, support from all levels of an organization is an essential ingredient. Fisher stated that without buy-in from the CEO and other high-ranking employees, a program to demolish silos might come up short. Furthermore, the professionals driving the change should have a strong idea of the brand and corporate culture they’re trying to uphold.
When customer service and sales fall out of sync, both departments fare poorly. Fisher pointed out that a lack of internal synergy leads to disappointing interactions between brands and consumers, as well as missed opportunities to make further sales. Organizations that want to keep their appeal strong need to avoid this scenario at all costs.

Deeper connections
When it comes to internal processes, firms need to align everything they do. TechDay contributor Alan Berkson of Freshdesk explained that consumer needs are a relevant idea to rally around. If every piece of a company is designed to help its audience, it will be easier to bring together departments from sales to customer service to development and beyond. Items that are brought to the market with consumer wishes and interests in mind will simply be easier to sell and provide support for, so connections between departments should encompass the whole organization.
Being truly connected beyond individual departments can be the mark of a mature and functional company. Berkson called breaking down silos the final step in his customer support “hierarchy of needs.” Firms that have put together useful working methods and established their internal cultures can focus on becoming united in their pursuit of good customer experiences. Accomplishing this step may prove to be a differentiator between impressive brands and those that are merely adequate.
Training gets it done
Human beings aren’t born with the knowledge of customer service musts or modern sales processes, never mind the ability to meld them together. Training and professional development courses can help equip organizations for evolution and transformation. It’s clear that firms will have an easier time chasing the goal of integrated and successful customer care and sales processes when each worker knows his or her particular role and best practices. MasteryTCN’s library of courses can help – this copious catalog even includes a session on the exact topic of sales and customer service alignment.
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