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Why Customer Service and Marketing Must Collaborate

Posted Under: Experience This!
About Experience This!:

Welcome to Experience This! where you’ll find inspiring examples of customer experience, great stories of customer service, and tips on how to make your customers love you even more. Always upbeat and definitely entertaining, customer retention expert Joey Coleman and social media expert Dan Gingiss serve as your hosts for a weekly dose of positive customer experience. This show will help you attract and keep more customers so you can grow your business, increase your profits, and have more fun in the process. A fun collection of quick-hit segments filled with deep learning and takeaways, you don’t want to miss this audio experience!

Apple Podcast Reviews:

Love these characters! Joey and Dan break down the customer experience, uh, experience, in a fun way.

by Brief is the New Black

Such a great pair! I have followed both of these guys online for a while and was stoked that they teamed up for a podcast. The podcast is super easy to listen to and provides a lot of insight that is actionable for my work. Excited for what is to come. Thanks Joey and Dan!


Why customer service and marketing must collaborate, the dos (and don’ts) of conferences, and why a phone call is more important than you think.

Why Customer Service and Marketing Must Collaborate

Bite-Sized Delight From the Episode:

  • Why REI shows us that customer service and marketing must collaborate to provide a coordinated customer experience.
  • The keys to throwing a great conference, and what you need to look out for.
  • How typos and dated paperwork made a bad experience even worse.
  • Why most customers still prefer to reach you by phone.

CX PRESS: 6 Reasons to Unite Your Customer Service and Marketing on Social Media [01:01-10:48]

This week, we look at “6 Reasons to Unite Your Customer Service and Marketing on Social Media” by Josh Rickel, the VP of Product Marketing at Spredfast. So many companies are still incredibly siloed, which makes the customer experience uneven and difficult. At REI, however, customer service and marketing work hand-in-hand to deliver a better experience for everyone. Josh goes into what they do differently, and why your customer service and marketing must collaborate.

Tweetable Quotes

Customers don’t care which department you’re in. #CX Click To Tweet
There is nothing like hearing the voice of a real customer. #CX Click To Tweet
The customer support team and marketing team must be on the same page. #CX Click To Tweet
Social media is the only channel where customers can talk back. #CX Click To Tweet


  • The customer service and marketing must collaborate to succeed.
  • A consistent brand voice and a consistent customer experience are good for your customers.
  • Determining who owns what helps to ensure everyone is working on the right things.

LOVE IT / CAN’T STAND IT: Attending Conferences [10:49-26:08]

Dan and Joey have each attended hundreds, if not thousands of conferences in their day. We get into why a good MC is so important, what makes for a great and engaging speaker, and why you should think twice about the experiences and activities you make your audience go through. We hear from some listeners who use the Speak Pipe to share their own insights as well.

Tweetable Quotes

The experience at a conference starts with the MC. #CX Click To Tweet
As a speaker you want to focus on something new, something that’s already been heard. #CX Click To Tweet
Build in opportunities for your attendees to move around. #CX Click To Tweet
The expectation for experiences is only increasing. #CX Click To Tweet


  • The value of a conference isn’t just what’s on the main stage, it’s also in the space you leave for attendees to connect with each other.
  • Think about the details, everything from beverages to power outlets are vitally important to attendees.
  • Put yourself in the shoes of the audience— if you’re bored by a speaker or activity your audience will be too.

SAY WHAT: Interpreting “Bipsy” Results [26:10-32:40]

When Dan’s dad needed to get a biopsy, the procedure turned out to be anything but “quick and painless” (don’t worry, he’s fine). After the procedure, the hospital gave him a two-page document that was supposed to tell him what would happen next, but it was absolutely riddled with spelling and grammar errors. We look at why spelling and grammar matters.

Tweetable Quotes

Spelling and grammar matter, they’re a reflection on your brand. #CX Click To Tweet
If you don’t know how to spell “biopsy,” you don’t get to do my biopsy. #CX Click To Tweet


  • Make sure that someone actually proofreads the materials that are sent to your customers and patients.
  • Keep your documents are updated to reflect the current environment.
  • When in doubt, read it out loud before you publish it.

CHECK OUT THIS NUMBER: 54% [32:42-35:07]

54% of consumers prefer the telephone over all forms of customer support. The fact of the matter is that most people would rather have the ability to hear what a company they’re doing business with is saying and explain themselves. It feels more natural, it feels more personal, and it feels more connected.

Tweetable Quotes

In the rush to create CX in the digital world, don’t forget about the 54% who like to be on the phone. #CX Click To Tweet
54% of consumers prefer the telephone over all forms of customer support. #CX Click To Tweet


  • In the rush to create CX in the digital world, don’t forget about the 54% who like to be on the phone.

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We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!

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