Smarketing:
Why should you care?

Customer-centric business is not a new concept. But not many companies succeed in truly putting their buyers at the center of their processes. 

Why is that?

Maybe these phrases ring a bell? “Walls between departments”, "silos", “lack of cooperation”, “not my responsibility”, “doesn’t fit the budget”, …

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All these ‘answers’ cover the fundamental reason why today, very few companies actually center around their customers. Even though Covid-19 has only emphasized the need and expectation of customer-centric service.
 

Client’s expectations have evolved. Today, everyone expects a unique experience at all times, across all your channels, and at every touchpoint. Whether it’s through a website visit, a phone call to customer service or a Facebook request: every contact should run smoothly and transparently.

With a company full of silos and departments that barely talk to each other, disappointment on the customer side is inevitable.

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How do you solve this conundrum?

• By making sure your marketing, sales and customer care are aligned to the buyer & customer journey.

• By ensuring that all departments thoroughly understand the buying process of your customers.

• By safeguarding that your tools, processes, and people are aligned to that customer journey.

Remember that this means you should include IT, Finance, HR, Operations, etc. They all play an important part in this complex mechanism. A supporting part, maybe, but relevant nonetheless.

Smarketing is aligning all departments that are directly or indirectly in contact with the customer.
Smarketing is ensuring that everyone’s roles and responsibilities are crystal clear throughout the buyer and customer journey.
Smarketing is disciplined execution.
Smarketing is about working together around a centralized customer.
Smarketing is the structural collection of open and transparent customer feedback to continuously improve the experience.