For the customer, there is no “sales department” or “support department”: there is the brand, the experience, the care – or the lack thereof. That’s why more and more companies have realized that uniting these two highly strategic teams is essential to creating smoother, more consistent, and more effective customer journeys. And more than that: it’s a crucial step to strengthening trust with those who truly matter—the customer.
A Crescimentum, a leading corporate education company in Brazil, has been closely following this trend. According to the consultancy, companies across different sectors have been seeking integrated training for sales and support teams with the goal of building stronger relationships with their customers, from first contact to post-sale.
“Sales and support need to speak the same language because the customer expects a unified experience. When these teams work together, with active listening and a clear purpose, everything flows better: delivery is more efficient, miscommunication decreases, and trust grows,” explains Ana Coelho, head of sales and customer support solutions at Crescimentum.
In practice, this means rethinking processes and behaviors. Integration between teams happens through simple but powerful actions, such as sharing goals, designing customer-centric journeys, exchanging constant feedback, and training professionals to act with empathy, autonomy, and collaboration.
And the impact goes beyond relationships: a well-crafted experience also affects business results. According to a Zendesk survey (2024), 68% of consumers would not buy from a brand again after a poor support experience, even if the sales process was positive. This shows that more than just winning customers, it’s about keeping them.
“When the promise made during the sale is fulfilled—or even exceeded—in support, the company creates something no technology can replace: connection. And connection is what builds loyalty, generates recommendations, and sustains long-term growth,” concludes Ana.
It’s worth noting that the key lies in understanding that these two worlds don’t compete—they complement each other. And when they move together, with a customer-centric culture, the result is a smoother journey for the buyer and a more strategic one for the seller.
