How can you keep your sales team informed about customers' experiences with the service team?

1 Use a CRM system

A customer relationship management (CRM) system is a tool that allows you to store and manage customer data, interactions, and history across different channels and departments. By using a CRM system, you can ensure that your sales and service teams have access to the same information and can collaborate effectively. You can also use a CRM system to track customer satisfaction, loyalty, and referrals, and to generate reports and dashboards that show your sales team how the service team is performing and impacting the customer journey.

2 Establish regular communication

Another way to keep your sales team informed about customers' experiences with the service team is to establish regular communication channels and routines. For example, you can create a weekly or monthly newsletter, a Slack channel, a shared calendar, or a feedback forum where the service team can share customer stories, testimonials, reviews, complaints, and suggestions with the sales team. You can also organize meetings, webinars, or workshops where the sales and service teams can exchange best practices, challenges, and solutions, and learn from each other.

3 Create feedback loops

Feedback loops are mechanisms that allow you to collect, analyze, and act on customer feedback and data. By creating feedback loops, you can keep your sales team informed about customers' needs, expectations, and preferences, as well as their pain points, problems, and complaints. You can use different methods to collect feedback, such as surveys, interviews, reviews, ratings, or social media monitoring. You can then use tools like NPS, CSAT, or CES to measure customer satisfaction, loyalty, and effort, and to identify areas for improvement. You can also use feedback loops to follow up with customers, resolve issues, and implement changes.

4 Align goals and incentives

One of the challenges of keeping your sales team informed about customers' experiences with the service team is to align their goals and incentives. Sometimes, the sales and service teams may have conflicting or competing objectives, such as revenue, retention, or quality. To avoid this, you need to create a common vision and mission for both teams, and to define clear and measurable KPIs that reflect the customer-centric values and culture of your organization. You also need to reward and recognize both teams for their contributions to customer success, and to foster a collaborative and supportive environment.

5 Leverage technology and automation

Technology and automation can help you keep your sales team informed about customers' experiences with the service team in a fast and efficient way. You can use tools like chatbots, email marketing, SMS, or push notifications to send personalized and timely messages to your customers and to your sales team, such as thank-you notes, reminders, offers, or updates. You can also use tools like AI, analytics, or predictive modeling to generate insights and recommendations for your sales team, such as customer segments, personas, profiles, or behaviors.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?