What I don’t like about department-based marketing is the belief that the only people who can send the messages about what the products are, who the company is, and what they believe in are the people in the marketing department. That’s the way I see most companies today operating. In reality, it’s everybody, every single person. The customer service department has some of the most important marketing people, but they’re not traditionally in the marketing department. Their impact is marginalized, when actually they have a huge impact. I don’t mean to say we’re perfect at this, but everything we do considers the overall impression we make on our customers to be our marketing. We want all our employees to worry about that.
Ryan Markel is a career customer success professional with over two decades of experience. He is Customer Success Lead at WordPress VIP, where he works continuously to improve the customer experience and provide guidance and support to other support professionals.