Unless you don’t work, no matter what you do, you serve customers in some way.
Just because our public relations jobs don’t involve direct sales, doesn’t mean we can’t help our organizations meet or exceed the expectations of customers/clients. In fact, that’s one of the most important things we can do.
"Public Relations must stop looking at itself as a telemarketer of pitches and press releases to media and instead become a champion for the customer and the communities that they serve."
"Over the next year, customer service will fuse with marketing to become a holistic inbound, outbound campaign of listening to and engaging with customers that will rewrite the rules of the game. And, most importantly, the lessons learned in the field will be fed into the marketing department to create and run more intelligent, experienced, and real world initiatives across all forms of marketing, PR, sales, and advertising."
"If we can’t get this most basic thing right, how can we possibly expect to have a mutually beneficial "conversation" with our customer? Why is courtesy so uncommon in so many customer service situations?"
"The old comms method was reactive…. The emerging comms method will be proactive."
The divisions between marketing, public relations, employee communications, training and customer service are breaking down. We need frontline employees to be knowledgeable, confident ambassadors for our companies. But we don’t get to relax and watch from the sidelines.
Influencing how people perceive your brand is a contact sport that requires active listening and honest discussion aimed at making the customer’s life better (and hopefully earning a profit while doing it). That’s not something you leave to the CSR, or to the CEO. You have to get in the game and do your part.
No one cares that Marketing undercut your media campaign, or that the production group doesn’t read your memos.
The only thing that really matters is that you have an opportunity to influence how your company interacts with customers — whether you have one big customer or thousands of individual customers. Even if you never deal directly with external customers, you can help your company better understand and better serve them.
No matter what your job title says, if you’re not in customer service, what good are you?