Are you getting the most out of your email program? Does it do what you want it to do? Can you imagine working without it?

For a long time, customer service was delivered through the phone. Those who answered these phone calls were no more than ‘operators’. They answered calls and processed returns and exchanges. The way these issues were handled on the phone impacted customer satisfaction with the company, as we can see even today with the outsourcing of service centers.

But things have changed. Emails are now in common use and when it comes to the service department they come in an endless stream. Emails that can’t tell the customer if the person on the other end is courteous, smiles, and does his/her work well. Instead of becoming more personal, email became generic and cold.

At the same time companies realized that what separates them from their competitors is not only the product and the price but their customer service. How quickly and efficiently the company could resolve issues became a way to separate it from the crowd. The better customer service is, the more connected is the business with its customers, the better the monitory results.

But, by far, the biggest revelation was that those exchanges are actually marketing and branding opportunities, and tapping into that potential can directly impact the company.

According to Marketing Sherpa research, email is the preferred communication by most customers – 71% prefer this method surpassing other methods by a big margin. On the one hand customers and prospects want to be more personal, on the other hand, they prefer emails – this imperfect and un personal method.

How to Balance the Two?

By providing your service department with the information they need so each and every one of your team will become a brand ambassador. The way to do it is by integrating your email system with your CRM and other platforms you are working with.

As it stands today, customer service teams feel they have little insight into the customer’s experience. What is the history of the client? What segmentation he belongs to? Those, and many other questions can now be answered right there on one screen. Cutting the need to ‘cut and paste’ information from one program to another ensures that nothing is falling “between the cracks” or is forgotten.

Maintaining transparency and alignment across the teams ensures the customer has a consistently excellent service.

Why is Email Integration Important to Service Teams?

Email integration impacts all the departments; from marketing to sales to customer service.

It allows for:

  • Segmenting the customers into smaller groups based on their buying history and their response to email offers and promotions. This way, targeting can be more specific.
  • With email integration, you can send automated content, develop a drip campaign, or plan a launching, based on email interactions with all departments.
  • Real time accuracy. No need to move notes. All the departments leave notes in the same place.
  • The language and tone of the company and its culture will be consistent across all departments
  • Ability to have a quick interaction with other departments
  • Checks and balances are easy to spot.

“Good is the enemy of great,” Writes Jim Collins in his book “Good to Great”. “Because good turns into good enough—and good enough is never, ever great.” And greatness is what we are all striving to.

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