The path to a more connected and effective customer experience

For the customer, there is no “sales sector” or “service sector”: there is the brand, the experience, the care & the lack of it. That is why more and more companies have realized that uniting these two teams, so strategic, is essential to create more fluid, coherent and effective journeys.And more than that: it is an important step to strengthen trust with those who really matter & the customer.

A Crescimentum, a reference company in corporate education in Brazil, has closely followed this movement. According to the consultancy, companies from different sectors have sought integrated training for sales and service teams, with the aim of building stronger relationships with their customers, from first contact to after-sales.

“Sales and customer service need to speak the same language, because the customer expects a unique experience. When these areas work together, with active listening and clarity of purpose, everything flows better: delivery is more efficient, noise decreases and trust increases”, explains Ana Coelho, head of sales and customer service solutions at Crescimentum. 

In practice, this means rethinking processes and behaviors. Integration between teams involves simple but powerful actions, such as sharing goals, building journeys from the customer's perspective, constantly exchanging feedbacks and training professionals to act with empathy, autonomy and collaboration.

And the impact goes beyond the relationship: a well-built experience also affects the results. According to a survey by Zendesk (2024), 68% of consumers would not buy from a brand again after a bad service, even if the sales process was positive. This shows that, more than conquer, you need to maintain.

When the promise made in the sale is delivered ndor even exceeded DO in the service, the company creates something that no technology replaces: bond. And bond is what loyal, which generates recommendation, which sustains long-term growth”, concludes Ana. 

It is worth noting that the secret lies in understanding that these two worlds do not compete: they complement each other. And when they go together, with a customer-centric culture, the result is a lighter journey for those who buy and more strategic for those who sell.