Inventory Management Systems

Marketing & Operations: Why You Need Both For Successful Customer Service

With more ecommerce businesses popping up, customer experience is becoming the driving force that sets them apart. Did you know that 73% of consumers base their next purchase on their experience with a certain brand?

While many business owners believe that the customer experience relies on the customer service team, they often need marketing and operations working together to make it seamless.

Customer experience is a holistic process that forms many assets of a company. From ads to product delivery, the customer experience is multifaceted and complex. Many ecommerce business owners usually find themselves trying to understand what department owns the customer experience. 

Customer service representatives often are the first to hear of customer experience issues but are not sure who to turn to for support. When this happens, the friction between departments can often result in poor customer satisfaction, mistakes, and time inefficiencies. 

Inventory management systems are a great help. When you unite the three departments through inventory management software, you allow your team to navigate great customer service in tandem which can increase profits and decrease refunds. Thus, saving your business money. 

Marketing, Operations, and Customer Service Roles  

Marketing, operations and customer service roles are different in core functions and responsibilities. It is important to distinguish each department’s original duties to understand how everything connects. First, the marketing department should lead the following duties:

  • Customer acquisition 
  • Branding
  • Translate customer insights into a set of actions or campaigns
  • Research and profile customers
  • Establish a complete customer view looking at demographics and spending habits 

The duties and responsibilities of your operations team are vastly different. Your operations department must focus on: 

  • Production Costs
  • Availability of supply
  • Cost of storage
  • Vendor Management 
  • Supply Chain Management

Your customer service team must focus on returns, customer questions, handle shipping issues, and manage inventory requests. Your customer service team’s first priority is to effectively communicate to your clients while upholding the brand’s procedures and protocols. Lastly, your team must work together to elevate your brand’s presence. 

Aside from that, your customer service team must be aware of all strategies and efforts other departments are doing. This will help them maintain a seamless messaging across all aspects of your brand. 

The key to making your team feel cohesive and welcoming is transparency. A part of this cross-departmental communication relies on strong leadership and technology to eliminate manual communication. This will help your team focus on the highest level goals for your company. 

Why an Inventory management system? Why not a Customer Relationship Management system or CRM? 

Technology such as inventory management systems provides cross-department access to critical financial reports, team collaboration, customer data, and more. 

 A customer relationship management tool, while still highly valuable, does not allow the operations team to see the moving inventory needs or potential sale items. In addition, CRM’s often integrate into these inventory management platforms.

Standards and procedures that remain the same across departments help prevent customer services issues while the extra integrations help the cross-department communications. Unite all these standard operating procedures through inventory management softwares.