In the companies that go through Scooto and the networkings of life, I always find a common pain: selling. It’s always a consensus. The differences start to appear in “how to sell“.
Talking specifically about SMEs (Small and Medium-sized Enterprises), I see many who get lost in the amount of money and energy they devote to digital marketing, while putting customer relations in another sphere called “after-sales”. In this sphere, the idea is that the customer never actually needs the support.
This is how it is in 100% of the companies I know: customer service is allocated to an after-sales operation, with no contact whatsoever with marketing. Meanwhile, marketing is busy clogging up the top of the funnel, and forgets that very (and pay attention to very here) satisfied customers sell. And no affiliate link.
Among the main problems that prevent companies from bringing these two areas closer together is data. A customer doesn’t leave with a UTM so we can track where the word of mouth is coming from. NPS measures potential, but not what actually happens. And we need data to be able to invest in marketing.
So, this text serves as a tool for those in the marketing and after-sales areas, to get resources to delight the customer.
It’s not about serving the customer well, it’s about delighting them. It’s about exceeding expectations. And this is cheap because you already have a person doing this relationship, whether in-house or outsourced. And marketing needs to worry about how to turn this customer, who is already in the funnel, into a new customer acquisition channel.
All acquisition channels fluctuate, except word of mouth
E-mail marketing: nobody opens them anymore;
Facebook: no one logs in anymore;
Tik tok: it has overtaken Google in number of users and no one really knows what to do with it;
Podcast: the channel of the moment;
Lives: they’re practically dead, and those who work in digital marketing are dying along with them trying to stay ahead of the curve of what the next trend is;
But the channel that doesn’t change is word of mouth. A sincere recommendation from a person you trust is liquid gold, and it’s not difficult to surprise someone’s expectations in a service (largely because the bar is so low). Do you realize that the basics of humanity are already about exceeding expectations in customer service?
The more processes the company has in place, the more the cascade effect of word-of-mouth marketing is boosted. And how expensive is it to set up a process that makes customer service exceed expectations? Usually, not much.
At Scooto, we do this on a scale. And I try to sell us as a marketing agency that works in the funnel, but I can’t find decision-makers who communicate directly with marketing. So, normally, we go in to solve problems and transform relationships as best we can, which already generates a lot of results. Imagine if we communicated with marketing?
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