In customer gardening, customer communication is central for the ‘nutrients’ of ‘interaction quality’. However, how is that working if the supplier speaks with many tongs? If marketing speaks a different language than service?
The situation gets even worse, when we imagine that an important part of communication is listening. How far does marketing see their task in listening, how far in talking? Listening is outsourced to market research agencies, talking is outsourced to call centers.
What companies buy, when they contract all these service providers, is distance to their customers. Customer centricity is the most widespread credo in the customer management and quality assurance strategies of technology companies. However, this outsourcing policy has as much to do with customer centricity, as butter with the Italian Cuisine.
Marketing needs to be the overall integrating navigator for all kinds of inter-communication with customers, be it from sales, from service or delivery.
This is the precondition to make customer communication an ingredient in customer relations that can play its role in interaction quality. As long as this does not happen, the customer is supplied with some kind of cacophony that costs money on the supply side, and confusion with buyers and decision makers.