Go Back Retention Marketing Manual

All Hands On Deck

From marketing to finance to customer support, get your team working together toward your ultimate retention goals.

Navigating customer retention shifts

Ready to see how it all works?

In this lesson, we discuss how marketing, customer support, sales, and finance departments can work together to create a stronger retention strategy.


The marketing department plays a critical role in driving customer engagement and retention for e-commerce brands. Here are some ways they can do that through targeted campaigns and messaging:

  1. Personalized communications: The marketing department can use customer data to segment customers and create targeted messaging that is personalized to their interests and preferences. This can include personalized email campaigns, social media ads, and push notifications that speak directly to the customer’s needs and interests. By tailoring the messaging to the customer, they are more likely to engage and feel valued, which increases the likelihood of retention.
  2. Loyalty programs: Marketing can create and manage a loyalty program that incentivizes customers to return and make repeat purchases. The program can include rewards for purchases, exclusive discounts, and early access to new products. By offering these incentives, customers are more likely to engage with the brand and become loyal customers over time.
  3. Retargeting campaigns: The marketing department can use customer data to create retargeting campaigns that target customers who have abandoned their shopping carts or haven’t made a purchase in a while. These campaigns can include personalized messages, discounts, or other incentives to encourage them to return to the site and make a purchase.

How Marketing can work with other departments

The marketing department can work with other departments such as customer support and product development to develop a cohesive retention strategy.

Here’s how:

  1. Customer support: The marketing department can work with customer support to gather customer feedback and insights on what customers are looking for in the product or service. This information can help guide the messaging and campaigns that the marketing department creates. Additionally, customer support can provide insights into common customer issues and concerns that can be addressed in marketing campaigns.
  2. Product development: The marketing department can work with the product development team to identify areas where the product or service can be improved to meet customer needs and preferences. By understanding the customer’s pain points and desires, the product development team can make improvements that increase customer satisfaction and retention. The marketing department can also help promote new features or improvements to the product through targeted messaging and campaigns.

Customer support

The customer support department is a critical player in retaining customers by providing timely and effective assistance to customers.

Here are some ways they can do that:

  1. Timely responses: Use tools like chatbots, email templates, and data-driven responses to ensure that they respond to customers quickly and efficiently. By providing a timely response, customers feel valued and are more likely to remain loyal to the brand.
  2. Effective problem-solving: Understand the customer’s issue, empathize with them, and find a solution that meets their needs.
  3. Proactive support: Anticipate customer needs and reach out to them before they even realize they have a problem. For example, sending proactive notifications about order status or upcoming promotions can help customers feel cared for and engaged with the brand.

How Customer Support can work with other departments

To work with other departments, such as marketing and product development, the customer support department can:

  1. Identify pain points: The customer support department is on the front lines of customer interactions and can identify pain points and common issues that customers experience. By sharing this feedback with other departments, they can work to improve the customer journey and create a more positive experience for customers.
  2. Collaborate on solutions: By working together, customer support, marketing, and product development can collaborate on solutions, like customer support tech, to address common pain points and improve the customer journey. Ensure customer service representatives can see a customers’ purchase history, loyalty status, prior service cases, review sentiment, and more to deliver the best experience for your customers. Or, if customers are experiencing issues with a particular feature of a product, the customer support team can share that feedback with product development to make improvements, while marketing can create messaging that highlights the improvements and encourages customers to give the product another try.

In-Store Retail

For brands with brick-and-mortar locations, sales representatives play a crucial role in customer retention by building strong relationships with customers and identifying opportunities to upsell and cross-sell. By doing so, they can increase the value of each customer and encourage repeat business, ultimately leading to improved customer retention rates.

Here’s what this looks like in practice:

  1. Provide exceptional customer service and personalized attention: This could include regular check-ins, offering relevant product recommendations, and addressing any concerns or issues promptly and effectively. By taking the time to get to know their customers and their unique needs and preferences, sales representatives can establish trust and rapport that will keep customers coming back.
  2. In-depth product knowledge: Sales representatives should be knowledgeable about the full range of products or services offered by the business. They should be able to identify customers who may be interested in additional products or services and make relevant recommendations based on their specific needs and preferences.

How In-Store Retail can work with other departments

To work with other departments, such as marketing and customer support, sales associates can gain insights into customer behavior and preferences, and develop targeted sales strategies that are more likely to resonate with customers. Additionally, by working closely with customer support, sales representatives can ensure that customers receive timely and effective assistance when they need it, further enhancing the overall customer experience.


The finance department can work marketing and sales to develop ROI calculations and cost-benefit analyses for retention initiatives. By quantifying the costs and benefits of retention efforts, businesses can make data-driven decisions about where to allocate resources and which initiatives are likely to have the greatest impact on customer retention.

Furthermore, the finance department can help to identify the financial impact of customer retention on the business as a whole. For example, they can analyze the revenue generated from repeat business versus new customer acquisition, and determine the lifetime value of a customer. This information can help businesses understand the importance of customer retention and prioritize retention efforts accordingly.

How Finance can work with other departments

By collaborating with other departments, such as marketing and sales, the finance department can gain a better understanding of the specific retention initiatives that are being implemented, and how they align with the overall business strategy. This can help to ensure that resources are being allocated effectively and that retention efforts are targeted towards initiatives that are likely to have the greatest impact on customer retention.

Together, your different departments can work in tandem to ensure every touchpoint throughout your customers’ journeys drives them closer to retention and loyalty.