For the customer, there is no ‘sales department’ or ‘customer service department’: there is the brand, the experience, the care – or lack thereof. That is why more and more companies have realized that uniting these two teams, so strategic, is essential to create smoother, coherent, and effective journeys. And more than that: it is an important step to strengthen trust with those who really matter – the customer.
The Crescimentum, a leading company in corporate education in Brazil, has closely monitored this movement. According to the consultancy, companies from different sectors have sought integrated training for sales and service teams, aiming to build stronger relationships with their customers, from the first contact to post-sale.
Sales and service need to speak the same language because the customer expects a unique experience. When these areas work together, with active listening and clear 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. The integration between teams involves simple but powerful actions, such as sharing goals, building journeys from the customer’s perspective, exchanging feedback constantly, and training professionals to act with empathy, autonomy, and collaboration.
And the impact goes beyond the relationship: a well-constructed experience also affects results. According to a Zendesk survey (2024), 68% of consumers would not repurchase from a brand after a bad service, even if the sales process was positive. This shows that, more than acquiring, it is necessary to retain.
“When the promise made in the sale is delivered – or even exceeded – in the service, the company creates something that no technology can replace: a bond. And a bond is what creates loyalty, generates recommendations, and 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 work together, with a customer-centric culture, the result is a smoother journey for the buyer and a more strategic one for the seller.
