Why customer service determines the ROI of your marketing spend | MarTech

"A customer clicks on your perfectly crafted Instagram ad, lands on your conversion-optimized website and completes a purchase. Three days later, they need help with their order. They wait 10 minutes for a response. The chatbot loops them through irrelevant questions. When they finally reach a human agent, they have to explain their problem again. The agent can't access their order history. Resolution takes five days."

"Marketing departments measure campaign performance, content engagement and conversion rates while treating customer service as a separate operational function. This organizational separation creates a fundamental disconnect: marketing builds brand promises that customer service operations must deliver on. When those operations can't deliver on their promises, every marketing dollar becomes less effective. The brand gap nobody measures Up to 29% of consumers cited poor customer experiences as the reason behind leaving a brand,"

"This measurement gap hides a simple truth: every customer service interaction is a brand moment. One European retail brand recognized it needed to revamp its customer service operations to meet evolving customer expectations. To stay competitive, it enabled digital customer experience capabilities and conducted a detailed review of its processes and systems, ultimately seeking a partner to support a complete digital transformation."

Marketing and customer service functions often operate separately, producing mismatched metrics and unmet brand promises. Marketing acquires customers through campaigns, while service measures operational KPIs like handling time, creating a measurement gap that masks brand damage from poor service. Up to 29% of consumers leave brands due to poor experiences and 80% rate experience as equally important as products. Every customer service interaction functions as a brand moment. One European retailer modernized service by enabling digital customer experience capabilities, reviewing processes and partnering with Transcom to pursue a digital transformation and deploy AI-powered solutions to improve responsiveness and fulfillment.

Read at MarTech