Aligning Customer Service and Marketing Teams Through Harmonized Knowledge Base

Marketing promotions may succeed at generating interest, but it often comes at a price.
Whether they’re pushing an upcoming webinar, site-wide sale, or local event, marketing rarely fields questions from customers. Customers make a beeline for support.

And they expect agents to address their concerns with the same level of authority as they would any other question.

But when a company’s customer service and marketing teams don’t sync on promos, agents are forced to find the fine print before they can actually help people.

This can be especially problematic when marketing promos are inadvertently misleading. Customer service must inherit the confusion—and probable frustration—of the customer while also feeling pretty frustrated themselves.

Without the facts at their disposal, they have two options: put the customer on hold while they try to flag someone down, or take a message, wait on marketing, and then get back to the customer.

Not only is this an ineffective use of agent and customer time, it also reminds customers that your marketing and support teams are separate units operating on their own terms.

To bridge the gap, create a repository for all company promotions. It could be as simple as a series of well-organized Google spreadsheets, as accessible as a Slack channel, or as structured as a knowledge management system.

What’s most important is that it’s:
Easily accessible to both teams and maintained by someone in marketing