Mistaken marketing professionals believe that customer service is an operational issue. They think marketing’s job is to bring customers to the company and customer service is important only after their marketing magic is done. These misguided professionals focus with great intensity on brand building, advertising and promotions, but ignore the daily discipline of actually delivering excellent service.
Mistaken marketing professionals also believe that building a strong service culture is someone else’s job. They think that marketing focuses externally on prospects and customers, while culture is an internal matter, and therefore the responsibility of someone else, usually their colleagues in Human Resources.
These beliefs are outdated. This way of thinking is obsolete. Modern marketing professionals understand the vital role of service. And they understand that building a strong -service culture is a conversation that Marketing should lead.