Align customer support and sales to maximise customer lifetime value

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 21, 2021, 11:13 AM UTC

Achieving cross-department collaboration can be highly challenging in era of remote work.

Companies looking to boost customer acquisition and retention must align their sales and customer support. Along with exchanging knowledge to generate fresh ideas, these departments must use the right tools and exchange data to maximise customer lifetime value.

Businesses must note that customer support is the most powerful lead generation tool. Maximising the potential of the customer support touchpoint can help companies effectively generate sales leads. CS experts can engage customers in meaningful conversations, identify their pain points, identify cross-selling opportunities, and forward qualified leads directly to the sales staff.

By understanding the customer’s journey, intent, buyer persona and other sales tools, CS agents can boost conversions. Leveraging the right CX tools can further help brands generate actionable customer data and use the insights to empower sales and support executives.

Merging sales and customer support email strategies can also help companies achieve customer success. They can also optimise their sales pipeline with customer support data. Unified communications and collaboration platforms can eliminate departmental silos and align sales and customer support.

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