The blurred lines between social media and customer relations.
Since the apparition of social selling, we can observe power struggles between marketing and sales. As digital creates business models disruption, the roles are blurred, especially in B2B, where selling is the dominant partner, as E-consultancy Co-founder Ashley Friedlein names it in this article.
Social media tends to become the new customer service for consumers, as the approach is less binding : you don’t need to stay and wait on the phone, you can leave messages on the social pages at any time you want, and, as it’s can be viewed by other consumers, community managers tend more to answer, to preserve the company’s reputation. A written record, a better chance to be heard by the brand, and also to receive help from other customers.
You can check this other article by Ashley Friedlen on the digital transformation that should involve marketing and sales teams to work together, in order to offer to clients a greater customer experience.
Image credits: BigStock
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