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Why Customer Service Should be an Integral Part of the Marketing Plan


Customer service is the crucial link in any marketing plan. It’s that final step and that delicate connection with the end user. A false move at this point could be the downfall of a well executed marketing plan…thus far. Each and every ‘move’ of the customer experience has been meticulously thought through and customer service is that pivotal ‘last leg’. In this short article we’ll look at why customer service is one of THE most important parts of the marketing journey and how you, the person and new technology, can maximise this service. 

Customer service plays a crucial role in a marketing plan for several reasons, we’ve done the research here at activ so you don’t have to:

  • Customer Satisfaction and Retention: Providing exceptional customer service ensures that customers have a positive experience with your brand. Satisfied customers are more likely to become repeat customers and brand advocates, leading to increased customer loyalty and retention. A marketing plan that focuses on customer service helps build long-term relationships, reducing a high turnover of dis-loyal customers and maximising the lifetime value of each loyal customer.
  • Reputation and Word-of-Mouth Marketing: Good customer service contributes to a positive reputation for your brand. When customers receive excellent support and assistance, they are more likely to share their positive experiences with others. Word-of-mouth marketing is highly influential, and satisfied customers can become valuable brand ambassadors who spread positive reviews and recommendations, ultimately boosting your marketing efforts.
  • Differentiation and Competitive Advantage: In today’s competitive marketplace, where products and services can be similar, exceptional customer service sets a company apart from its competitors. It becomes a key differentiating factor and can give a competitive advantage. A marketing plan that highlights excellent customer service helps position the brand as one that genuinely cares about its customers, fostering trust and loyalty.
  • Upselling and Cross-selling Opportunities: Effective customer service interactions provide opportunities to upsell or cross-sell additional products or services. When customers have a positive experience with your support team, they are more receptive to suggestions or recommendations. Integrating customer service into the marketing plan allows for targeted and personalised upselling/cross-selling efforts, increasing revenue and customer satisfaction simultaneously.
  • Feedback and Improvement: Customer service acts as a valuable feedback channel for your marketing efforts. It provides insights into customer needs, preferences, and pain points, which can be used to refine and improve marketing strategies. By actively listening to customer feedback and addressing concerns, you can make informed decisions to enhance your products, services, and overall marketing approach.
  • Crisis Management and Damage Control: In times of crisis or when issues arise, effective customer service becomes even more critical. By promptly and effectively addressing customer concerns, complaints, or negative experiences, you can mitigate potential damage to your brand’s reputation. A well-planned customer service strategy within the marketing plan ensures that the company is prepared to handle such situations with professionalism and care.

The hot topic at the moment in all industries is Artificial Intelligence (AI). Here at activ we’ve been looking at how AI can be of value to the digital marketing industry. Whilst this technology is evolving at an incredible speed, one area we feel comfortable in recommending AI at present is in customer service, AI can play a significant role in enhancing customer service in several ways:

  • Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants can provide instant and automated support to customers. They can handle routine inquiries, frequently asked questions, and basic troubleshooting. By utilising natural language processing (NLP) and machine learning algorithms, these AI systems can understand and respond to customer queries effectively, providing 24/7 assistance and reducing the burden on human agents.
  • Personalised Customer Interactions and Sentiment Analysis: AI can analyse large amounts of customer data, including past purchases, browsing behaviour, and preferences, to deliver personalised recommendations and tailored experiences. Algorithms can analyse customer interactions, including social media conversations, emails, and chat logs, to identify customer sentiment and emotions in real-time so businesses can quickly address negative experiences. By understanding individual customer needs and preferences, AI-powered systems can suggest relevant products, offer personalised promotions, and provide targeted assistance, creating a more personalised and engaging customer service experience
  • Voice Recognition and Natural Language Processing: AI technologies can accurately interpret and analyse spoken language, allowing for voice-based interactions with customer service systems. Voice recognition and natural language processing enable customers to communicate with AI-powered assistants using voice commands, making interactions more convenient and intuitive. It also helps in improving transcription accuracy and automating voice-based customer support processes.
  • Customer Insights and Analytics: AI can analyse customer data and generate valuable insights for businesses. By analysing customer behaviour, preferences, and feedback, AI systems can identify patterns, trends, and customer segments. These insights can be used to optimise marketing strategies, develop targeted campaigns, and improve overall customer service.

In summary, at activ we believe customer service is a fundamental part of the marketing plan because it directly impacts customer satisfaction, retention and reputation. It’s the final hurdle in a customer’s journey that could result in crossing the line with a big win or clipping their heel on that hurdle and never completing the race- lost custom and negative word-of-mouth. By prioritising exceptional customer service, businesses can create a positive customer experience, build strong relationships, and ultimately drive growth and success. See how we rate in customer service by reading some of our Happy Client testimonials online at

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