With social media bringing companies closer to customers, marketers have become more involved in the process of winning hearts, minds and wallets. And it couldn't have come at a better time for companies, according to industry observers.
Traditional marketing and customer service strategies are unsustainable, so rather than have the two departments drown in customer data and fail to provide informed and speedy service, they should merge, experts say.
Many companies already made this leap, having CEM marketing become a key player in customer engagement strategies. Marketers work as part of a cross-organizational team with executives and contact center agents to understand and reach out to customers.
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