11 Ways Marketers And Support Teams Can Work Together To improve CX

Can marketers help support teams improve customer support? Yes, they can! Here are 11 ways they can work together to enhance CX.
Published on: Nov 28, 2022
Last updated: Oct 20, 2023


  • Marketing and support teams must collaborate to offer the best customer experience possible.
  • Marketers can watch user sessions and learn about the demographic they are targeting.
  • Marketing teams can sit on support calls to understand customer concerns and issues.
  • Creating a knowledge center will help both teams share helpful content, learn from each other, and free up support staff's time to focus on complex customer issues.
  • Visual assets can enhance the knowledge center and create a better experience for customers.
  • Collecting customer feedback is essential to improving products and services, and the support team can benefit from the data collected.
  • Integration of CRM and helpdesk systems can provide both teams with valuable insights about customer behavior.
  • Social media is an excellent way for marketing teams to reach out to people, while support teams can respond to customer inquiries and concerns.
  • Analyzing user data can help marketers understand user needs and interests to create more effective campaigns.
  • E-mail templates can be used by support teams to save time and ensure consistent customer support.
  • Understanding customer personas and focusing on customer success can help both teams achieve their objectives.

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Marketing teams and support teams are two very different groups of people, but they need to work together in order to provide the best customer experience possible. Support teams are responsible for helping customers with any issues they may have, while marketing teams are responsible for generating leads, and creating a positive image of the company and its products.

Both groups can benefit from working together.

11 ways marketing and support can collaborate for better CX

Here are 11 ways marketers and support teams can collaborate to improve customer experiences:

  • Spending time watching user session replays
  • Sitting in on support calls
  • Creating a knowledge center
  • Create visual assets
  • Collecting and sharing customer feedback
  • Integrating CRM and help desk systems
  • Staying on top of social media
  • Analyzing user data
  • Creating templates
  • Understanding customer personas
  • Focusing on customer success

Spend time watching user session replays

Marketing teams should spend some time watching user session replays in their app to truly understand their demographic so they can market to them better.

By watching how users interact with the app, they can see what works and what doesn’t, and they can get a better idea of what features users are most interested in. This information can help them create more effective marketing campaigns that target the right users.

Using the best session replay platform can save a great deal of time and give marketers much-needed insight into their ICPs.

Sit in on support calls

Another way marketers and support teams can work together is by having the marketing team sit on support calls so they can gain a better understanding of customer issues and concerns. This will give them valuable insights that can be used to inform future marketing campaigns.

With Fullview Cobrowsing, both teams can join the same call, see how agents are assisting customers, and get immediate insights that can be useful for marketing purposes.

Create a knowledge center

A knowledge center is an invaluable tool for both support teams and marketing teams. It contains a collection of articles, FAQs, tutorials, and other resources that customers can access to find answers to their questions or solve their problems.

Not only can marketers use this to share helpful content, they can also use it to better understand customer needs and interests.

CX and support teams can also take advantage of content marketers to figure out what questions people are asking that could be good to address in a help article or video.

Having this type of resource allows customers to help themselves quickly and easily and allows the support team more time to focus on complex customer issues instead of having to answer the same questions over and over. This is what Fullview's knowledge center looks like.

Create visual assets

To build a great knowledge center you need lots of images, GIF or video assets in order to effectively showcase your product and guide your customers to the answers they are looking for.

At Fullview we use VEED to create and edit videos and show users how to perform specific actions within our product. From simple video trimming to more advanced edits or webcam tests, our marketing team works alongside our support team to create useful visual resources, and provide a better experience to customers. The better those resources are, the more likely it is that some customers won't have to reach out to your support team at all.

Tools like Canva for static images and VEED for video content are extremely easy to use, yet very powerful for creating professional visual content fast.

Collecting and sharing customer feedback

One of the main functions of a marketing team is to collect feedback from customers. This can be done through surveys, interviews, focus groups, and other methods. The information gathered should be used to improve customer experiences and develop better products and services.

The support team can also benefit from the data collected by the marketing team as it can provide them with valuable insights about customer issues and concerns, allowing them to better address customer needs.

Integrate CRM and help desk systems

Having a unified customer experience across all channels is essential for both support and marketing teams. This can be achieved by integrating their CRM (Customer Relationship Management) systems with help desk software. This will enable both teams to better track customers’ interactions with their products and services, as well as gain valuable insights about customer behavior.

This is important in order for marketing to be able to work close to support teams (since marketing usually have access to the main CRM, but not the help desk solution) so keeping the two in sync is a must.

Stay on top of social media

Social media is an important way for marketers to reach out to people, but it’s also a great resource for support teams. By monitoring and responding to customer inquiries on social media, marketing teams can route any customer concerns or issues to the support team for resolution. This is particularly important in eCommerce and DTC, but B2B companies should also monitor their social media channels for user or customer feedback.

Analyze user data

Marketers should use data analysis to gain better insights into customer behavior. This can include tracking user engagement on their website or app, analyzing customer survey responses, and gathering other relevant data points from the support team that can help the marketing team create more effective campaigns. By understanding user needs and interests, the marketing team can create campaigns that are more likely to be successful.

Voice of Customer is one of the initiatives that most require a coordinated effort from different departments, including sales and marketing.

Create templates

E-mail templates are a great way for both teams to save time and improve customer support. The marketing team can create templates that the support team can use when responding to customer inquiries, such as automated e-mails for welcoming new customers or thank you e-mails after purchases. This helps to ensure all customers get consistent responses from the support team and streamlines the process of providing customer support.

There are other templates too that might come in handy, like pricing calculators or ROI calculators, which may help support teams deflect for instance pricing questions by sharing a resources users can use on their own.

Understand customer personas

A customer persona is the representation of a group of customers with similar characteristics, interests, and needs. This can be used by the support team to understand customer needs more fully and use this knowledge to better help customers. The marketing team can also use this information to create targeted campaigns based on customer personas. For example, they can create campaigns that target a specific customer segment, while support teams can provide more personalized customer support based on the information they have gathered.

Focus on customer success

Last but not least, the marketing team should strive to create campaigns that emphasize customer success. Customer success is not only about providing customers with the best products and services, but also giving them the tools and resources they need to succeed.

This could include creating educational content, helping customers navigate products or services more efficiently, and other initiatives that can help customers achieve their goals.

By focusing on helping customers achieve their goals, both teams can work together to provide a personalized and positive experience for every customer. This will ensure that customers feel valued and appreciated and are more likely to remain loyal to the brand.


In conclusion, working together can help support and marketing teams deliver a better customer experience. By utilizing the insights and tools described above, goods marketers can improve their customer support services and create more effective campaigns. This will result in higher customer satisfaction and engagement, leading to greater business success.

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