Marketing is not often viewed as customer service centric. It’s seen as the funnel filler before Sales takes over. 

But marketing is more than that and your relationships are not so easily compartmentalised. 

“Prospects are potential customers and customers are potential sales.”

Think of it this way. When someone walks into a shoe store we refer to them as a customer. When someone calls to enquire about a car service, we refer to them as a customer. 

These pre-sale moments are owned by the marketers and therefore they need to reclassify “leads” as customers. They are just customers who haven’t bought yet.

Then there are existing customers. 

They are the low hanging fruit with the lowest sale acquisition cost. Marketers should be obsessed with customer service as the most efficient way to generate growth. 

Either way, the customer story is a marketing process.

 #marketing  #sales #customerservice  #cx