Your Secret Marketing Weapon Revealed – And It’s Right Under Your Nose!

We marketers, we love our campaigns, our catchy slogans, and our beautifully crafted content. We pour our hearts into attracting new customers, and rightly so.

But what if I told you one of the most potent marketing forces in your arsenal isn't sitting in your marketing department at all?

It's your customer service team.

Now, I know what you might be thinking - marketing is about acquisition, and customer service is about retention, right?

Well, while there's some truth to that, the line is far more blurred – and the benefits of working in synergy are far more powerful – than you might realise.

My recent experience as a first-time Airbnb user truly hammered this point home...

Nervous about paying money to a stranger on a new (to me) platform and unsure about the logistics of checking-in (we were arriving late into the evening after travelling halfway across Japan), I was immediately put at ease by my ‘Superhost.’

Her communication wasn't just efficient; it was genuinely caring. She proactively checked in with me about our arrival time, reassured me about late check-in, and then, the magic started…

She didn't just hand over the keys. She greeted us from an open doorway, helping us identify the right house in the evening darkness as we dragged our suitcases down a residential street away from the tourist-friendly bright lights of the hotel strips.

Then, she made us comfortable, poured us a warm cup of tea (that she’d perfectly timed to be waiting for our arrival), offered us a selection of snacks, and asked about our interests and what had brought us to the area.

The next morning, I received a personalised message brimming with recommendations – hidden gem restaurants (which were delicious!), must-see local attractions that she’d matched to our interests, even detailed transport links and helpful maps with hand-drawn directions. It felt like having a personal concierge, not just a host.

But it didn't stop there.

Every evening during our stay, we had a friendly message asking if we’d enjoyed XYZ (remembering what our plans had been for that day) and asking if we needed anything from her.

On departure, she left a thoughtful gift (a small token that made a lasting impression - which is now a treasured souvenir). And then, completely unexpectedly, she offered to drive us and our luggage to the nearest luggage delivery service to ease our onward travel, going completely above and beyond what was required.

This wasn't just ‘good’ customer service; it was exceptional. It didn't just meet my expectations; it blew them away.

And you know what happened?

I haven't stopped talking about it. Every time someone asks about my trip or mentions they’re planning a similar one, my Superhost and her incredible hospitality are the first things I rave about.

This experience wasn't just a pleasant stay; it was a masterclass in organic marketing. My Superhost, through her exceptional customer service, turned me into a walking, talking advertisement.

And this, my friends, is why your customer service team deserves a seat at the marketing table.

Here's why integrating your customer service and marketing teams is a game-changer:

• They are on the front lines of your brand experience: Customer service teams are the voice and face of your company for existing customers. Their interactions directly shape perceptions and build (or break) loyalty.

  
  

• They are a goldmine of customer insights: Daily interactions provide invaluable feedback on customer pain points, desires, and needs – information that is marketing gold for tailoring campaigns and improving your offerings.

  
  

• They are your secret weapon for word-of-mouth marketing: Authentic recommendations can be so much more powerful than any paid advertisement. Happy, wowed customers become your most enthusiastic advocates.

  
  

• They fuel repeat business: Exceptional service fosters loyalty and encourages customers to return, significantly impacting your customer lifetime value.

  
  

• They can identify upselling and cross-selling opportunities: Trained customer service professionals can identify needs and subtly introduce relevant products or services, boosting sales organically.

  
  

Let's be honest, ‘good’ customer service isn’t good enough. Customers expect to receive what they ordered with efficiency and politeness – it’s the bare minimum. What truly sets businesses apart, what generates buzz and loyalty, is service that goes above and beyond, that adds unexpected value.

Think about my Airbnb experience. The flexible check-in was appreciated, but the personalised recommendations, the surprise gift, and the offer to help with luggage – those were the "wow" moments. They transformed a transactional experience into a memorable one.

So, stop viewing your customer service team as a separate entity. They are not just there to fix problems; they are your brand ambassadors, your insight gatherers, and your most powerful (and often untapped) marketing asset.

·         Communicate between departments

·         Involve them in developing your marketing strategy

·         Train them on communicating the right brand messaging when they’re on the frontline with customers

·         Empower them to go the extra mile and resolve issues effectively

·         Celebrate them - highlight the marketing impact of outstanding service to reinforce its value within the company

By integrating them into your marketing strategy and empowering them to deliver truly exceptional experiences, you'll not only secure loyal customers but also unlock a steady stream of organic growth fuelled by the most authentic and effective form of marketing: the enthusiastic recommendation of a delighted customer.

My Airbnb Superhost showed me that first-hand, and it's a lesson every business should take to heart.