Are you using the right customer service strategies to grow your brand?

In the past, customer service was the exclusive territory of the service or support area. Today, for many brands that vision is outdated. Marketing leaders must see service as a natural extension of their strategy: a source of differentiation, a generator of real content and, above all, a catalyst for growth.

Customer service strategies are no longer just about solving problems; they have become a loyalty, upselling and brand-building tool. In a world where purchasing decisions are increasingly based on experience, service becomes the real "product" that is consumed.

The connection between marketing and service

Before getting into tactics, it is key to understand the paradigm shift: today's customer no longer differentiates between channels or teams. They only see a brand. If a user has a bad experience with support after seeing your campaign on networks, all your acquisition work falls apart. And if your retention strategy doesn't consider post-sales, you lose recurring revenue opportunities.

That's why marketing leaders must take a more active role in designing and influencing customer service strategies.

1. Centralize customer data for quick and personalized responses

One of the main barriers to delivering efficient service is the fragmentation of information. If your marketing, sales and support teams work with different databases, customer context is lost and friction multiplies.

The solution is to integrate all touch points into a single platform - ideally, a CRM like HubSpot -that enables a 360° view of the customer: from the first advertising click to the last interaction with support. This enables:

• True personalization of responses.

• Automation of repetitive tasks.

• Intelligent segmentation for retention campaigns.

• Proactive identification of recurring problems.

2. Implement an omnichannel customer service strategy.

Your customers do not only expect to be attended by mail or telephone. Now they seek to resolve their doubts via WhatsApp, social networks, chatbots or even from a mobile app. The key is to have an omnichannel strategy that is not only present in all channels, but that maintains consistency in all of them.

Marketing leaders must be involved in the design of this experience, ensuring that the tone, speed of response and quality of content keep the brand promise.

Integrate channels such as:

• Live chat on your website.

• Attention via Instagram, Messenger or LinkedIn

• Automated WhatsApp support

• Self-service portals with knowledge base.

Not only improves the experience, but reduces operational costs and increases customersatisfaction.

3. Use automation without sacrificing the human touch.

Many companies make the mistake of wanting to automate everything. But bots are not the magic solution. The real value lies in automating the repetitive to free up humans for the strategic.

Examples of useful automation:

• Automatic sending of satisfaction surveys.

• Quick answers to frequently asked questions via chatbot.

• Personalized post-sales follow-up workflows.

• Intelligent ticket routing according to urgency or topic.

The human touch must be preserved at key moments in the journey: when the customer is frustrated, when there is an upselling opportunity or when they require expert advice.

4. Measure and optimize the experience with real data.

Customer service strategies should not be based on intuition alone. They need to be measurable. As a marketing leader, you can and should be involved in establishing key experience indicators (CX) and feeding back your campaigns with insights from the support area.

Recommended KPIs:

• NPS (Net Promoter Score)

• CSAT (Customer Satisfaction Score)

• Average response time

• First contact resolution rate

• Tickets per stage of the customer cycle

This data not only improves service. It can also help you adjust marketing messages, identify friction points before escalating, and spot new product opportunities.

5. Train the team with a focus on brand, not just processes.

A solid service strategy is not achieved with tools. It is achieved with people who are trained, empathetic and aligned with brand values. Therefore, marketing leaders must collaborate with the service area to train agents who not only solve cases, but also represent the company's identity in each contact, .

This includes:

• Communication style manuals.

• Customer experience (CX) training.

• Simulations of difficult cases.

• Cross-marketing feedback.

A good interaction with support can generate a positive review, a success story or even a case study for content. Thus, service becomes a marketing engine.

6. Link service to business opportunities

A satisfied customer is easier to build loyalty, recommend or escalate.Therefore, data and signals from the service area must be integrated into your sales and marketing strategy.

Examples:

• Customers who rate high in NPS → priority segment for referral marketing.

• Success stories → basis for creating case studies or social proof content.

• Frequently asked questions → input to improve landing page copy.

When marketing collaborates with service, ROI is not only measured in satisfaction, but in real business growth.

Conclusion

In competitive markets such as those in Latin America, where differentiation by product or price is becoming increasingly difficult, customer experience is the real battlefield. And there, well-designed customer service strategies can make the difference between a forgettable brand and a recommended brand.

As a marketing leader, you can't leave service to another team without getting involved. Your role is strategic: design consistent journeys, analyze feedback, drive improvements and build lasting relationships that directly impact the bottom line.