Customer service should be a function of marketing.
It’s an opportunity to establish a personal relationship with the customer, right in the moment when the customer wants to speak to you and is willing to provide information about their experience.
If an organisation is smart enough to mine the information collected from customer service interactions and analyse them qualitatively (sentiment, voice of customer, etc.) rather than quantitatively (first rime response, contact rate, etc.), a treasure trove of customers insights could be found, good to use in messaging, positioning, differentiation, price and promotion, and more.
Customer service has the potential to become a true channel for personalisation, as well as the source from which all other personalisations originate.