LiveWorld Chairman and CEO Peter Friedman shared his thoughts on the relationship between customer service and marketing during a Thought Leadership Spotlight Presented by LiveWorld at the 2015 Customer Care Leadership Forum: Fall Event in New York on Nov. 4. In his presentation, “Customer Service Becomes a 21st Century Marketing,” Friedman said customer service can serve as a “core driver” of marketing.
Friedman noted that social networks have transformed both customer service and marketing for organizations worldwide. As such, he said today’s customers demand real-time responses to their queries, which can be extremely difficult to provide. However, Friedman said organizations that understand how to leverage social media and optimize its usage can make the most of any customer interaction: “Some people think the challenge is to take this and make it look like that. That’s not going to happen. It’s going to look like this. We have to figure out how to deal with it.”
A human-centric approach to customer service and marketing, Friedman said, is essential for organizations of all sizes. If an organization focuses on providing an outstanding customer experience day after day, Friedman noted, it could bolster its customer satisfaction levels: “You should start with the customer experience and work back to how you’re going to market to them, support them or whatever you’re going to make for them. … It’s about be about the customer experience.”
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