Well fellow marketers, the beginning of 2017 has been fast and furious! I’m sure I’m amongst friends when I share my year-end was a combination of: wrapping up projects, supporting last minute revenue efforts, reviewing predictions for 2017, and saying goodbye to 2016 actions that should never be repeated. I'm proud to say, now that 2017 is finally here, I’m doubling down on my “dismantle the silo” charge. And the reason is simple: customers. We are running out of time and opportunities to grab and keep their attention. They don’t have time or the desire to entertain disjointed experiences. Let’s face it, as customers ourselves, we feel the same. Now is the time to act which means business units within organizations must join forces to create differentiated brand experiences.
My latest report written with my colleagues Ian Jacobs and Laura Naparstek , “Use Social To Bridge The Gap Between Marketing and Customer Service,” discusses the benefits a marketing and customer service pairing creates for customers and the brand. Legacy silos prevent innovation and the cultivation of new internal connections. If we let these silos stand, we end up contributing to the negative customer experiences that happen when marketing and servicing don’t work together. So, keep the following in mind: