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As organizations continue their laser focus on the customer experience, emphasis on the customer journey has moved to the forefront of the service world. For a superior customer journey, it is critical for the marketing and customer service organizations to be fully aligned in a customer service strategy.
Contact center agents become embarrassed and frustrated when a customer calls with a question regarding a new marketing promotion and the agent has no knowledge of the offer. This gap can translate into a poor customer experience where the customer loses confidence as the agent struggles to answer the question and, even worse, provide inaccurate information to the customer.
This issue may arise in a cross-channel communication, where a customer has done research online on a product and requires additional information before he is ready to make a purchase. The customer may initiate a chat session with a contact center agent to ask additional questions and buy the product. So, the agent has to be ready and informed to "close" the deal. Marketing and customer service organizations must work together to ensure that the correct information is available to the agent and the agent has easy access to this information.
As customers become more educated and transactions become more complicated, it is more important than ever to have a customer service strategy in which marketing and customer service organizations are closely aligned.
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