Welcome to the latest edition of our new weekly blog series, The Underrated Series. Each week, we will highlight an important, often underrated component of marketing success.

Last week’s underrated topic was brand recognition.

What are we underrating this week? Customer Service.

I’m sick of hearing from marketers and other business “experts” that customer service and marketing are two different things.

Of course they are. I’ve never said otherwise.

BUT…and this is key…they are more connected than ever before. And so, as marketers, you are more than likely underrating the effect that customer service is having on your efforts.

Why? Because it’s your job to make promises on behalf of your product and organization. Maybe those promises are true, maybe they’re exaggerations. Regardless of what those promises are, ultimately it is not your job to deliver on those promises.

The product must deliver. The salespeople must deliver. And customer service must deliver.

Customer service matters because it’s done in public. When someone has a question, they may call and speak to someone individually. Or they may post about it on social media. Or they may submit it on a public forum. When someone has a bad experience, they may give you a negative review. They may tell their friends not to purchase from you.

Customer service is there to prevent this, as much as possible. They are on the front lines, protecting your business from negative reviews and word of mouth. The best marketing campaign in the world can’t overcome a firestorm of negative press.

So, marketers, learn to work with your customer service teams. Help them understand their role, as it relates to the messages you’re putting out into the world. Seek their feedback on marketing messages and find out what customers are actually saying.

Getting on the same page with your customer service team and developing that relationship can be the key to keeping the promises you make to consumers.

Have something you think deserves more attention? Send us your suggestions for the Underrated Series using the comments below or submit them here.