Omnia

How to Foster a Winning Dynamic Between Sales and Service

In organizations, we celebrate the sales team for bringing new business to the firm. After all, a company can’t survive for long without revenue. But, on the other side of many org charts sits the isolated, often forgotten, customer service team. This department is usually regarded as a cost center, rather than a company asset.

If you’re considering customer service as a money pit, think again. According to American Express, 90% of Americans use customer service as a factor in deciding whether to do business with a company. Quality customer support is imperative for sales

If your company sees service as a weight, you’re likely leaving revenue on the table and alienating customers. Invesp notes that investing in new customers is between 5 and 25 times more expensive than retaining existing ones. In fact, in 2019 nine percent of American consumers switched companies due to poor customer service, says New Voice Media.

For best results, both sales and service need to work in tandem to provide the best-in-class experience your customers deserve. Let’s explore how to foster a winning dynamic between the two teams.

Explore: Hire better salespeople

The Significance of Customer Service

Before we dive into strategy, let’s examine the true significance of your company’s customer service department. Although the perception often is that this team exists solely to put out complaint fires and appease customers, the reality is that they do so much more. Did you know, 73% of customers fall in love with a brand and remain loyal because of friendly customer service reps, reports RightNow. 

Customer service is the front line for your business. They make or break the customer experience. Want more proof? New Voice Media also reports that the #1 reason customers switch to a new brand is that they feel unappreciated, while 78% of customers have backed out of a purchase due to poor customer experience. 

Starting to see how customer service impacts sales? If you need more convincing, consider that consumers are willing to spend 17% more on a company with outstanding customer service, reports American Express, and 93% of customers are likely to make repeat purchases with companies who offer excellent customer service, according to HubSpot Research. 

When the customer service team is operating at peak efficiency, they do much more than resolve issues. They foster relationships with customers. They put smiles on their faces. And they leave a favorable lasting impression of your brand in their minds. All of this equals a high customer retention rate, which means higher revenues. Bain & Company quantified this in a recent report stating that increasing customer retention rates (i.e. keeping customers happy) by just 5% can increase profits between 25% and 95%!

And, if they have the right skill set, personality, and training, your customer service team can actually bring in new business, too. They’ll nimbly move from problem solver to cross-seller or upseller, which increases customer satisfaction — and your profits. Essentially, they’ll become an extension of your sales team.

In short, the department is absolutely vital to your company’s longevity and growth.

Why Sales and Customer Service Must Align

It’s tough for customer service to shine when they’re in conflict with the sales department. And you want them to shine, because as many as 49% of buyers have made impulse purchases after receiving a more personalized experience, according to a Segment Survey. Often selling on commission, your sales team is typically concerned with one thing and one thing only: closing the deal. This revenue-oriented drive can lead them to over-promise things to your customers. And, when the company can’t deliver, customer service is left holding the bag.

Over promising and under delivering comes with a whole host of problems for your customer service department. Those issues include:

  • Resentment towards the sales team for putting them in that position time and time again.
  • Low morale and job satisfaction because they have to regularly deal with unhappy customers.
  • Inefficient operations because they’ll be too busy putting out fires instead of proactively improving relationships with customers and bringing in new business.

And — the detrimental impact to your customers can’t be overstated. When your company fails to serve them as promised, they’ll rightfully become angry and distrustful. Even worse, you’re likely to lose repeat business and, according to American Express, angry American customers are likely to share their negative experiences with about 15 people. 

So, when sales and service are at odds, interdepartmental communication will be poor, job satisfaction will plummet, customer retention will worsen, and the company’s bottom line will suffer. If you can get them in sync, though, you’ll have a happy, tight-knit workforce that closes more deals and delights customers. So, how can you get the two departments on the same page?

How to Improve the Interdepartmental Dynamic

As a leader, there are four key things you need to do to improve the interdepartmental dynamic:

  • Align indicators of success.
  • Create and foster an overall culture of collaboration.
  • Offer team-building opportunities to increase understanding and empathy.
  • Provide staff with the structure, tools, and resources they need to work together effectively.

Let’s look at each in turn.

Align Indicators of Success

The first place to look is your scorecard and your company metrics for success. Do sales and service match up? Are they working towards the same established goals? And, more importantly, do employee behaviors align with those stated success indicators? 

For example, if customer service has a goal of responding to all inquiries within two business days, the sales team shouldn’t promise a same-day response. The two teams must act as one and present a clear and consistent message to customers. After all, they are both working towards the same ultimate goal of making the company successful.

Create a Culture of Collaboration

Your company needs to make collaboration a normal, celebrated part of doing business that gets prioritized. Ideas and data should flow freely between the two departments. And everyone in the firm, including the sales team, should adopt the mantra that customer service is a mindset, not just a department. Bottom line: the lines of communication must stay open, and the once near-adversarial relationship should become more team-oriented.

Offer Team Building Opportunities

To promote unity between the two groups, offer ample opportunities for team building. When sales and service get together in an informal but planned way, they’ll get to know each other as people and gain empathy for one another’s perspective. Sales may think twice about promising the moon to a customer just to make a sale when they know service could have to deal with customer disappointment down the line.

In addition, seeing each other perform their respective roles can be eye-opening. They’ll understand the other department’s challenges and gain respect for everything that goes into being successful in that position. Consider arranging cross-department job shadowing between sales and service at the time of hire – and on an ongoing basis to cement these new perspectives. 

And, if appropriate, consider job swapping. An extroverted customer service representative with a competitive streak might enjoy being in sales for a day or two. And a detail-oriented sales associate may benefit from taking on a temporary customer service role. Just be sure you’re not setting your employees up to fail. If their personality doesn’t lend itself to the opposite role, this strategy isn’t a good fit for them – or your unsuspecting customers.

Provide the Right Structure, Tools, and Resources

The best philosophies and attitudes don’t mean a thing if the actual company structure and business processes don’t support them. As a leader, you must provide the structure, tools, and resources your teams require to perform at their best. That could mean ensuring adequate communication systems exist (think interoffice messaging) or physically situating the departments closer together in the office to facilitate more face-to-face conversations. The key is to make collaboration as easy as possible.

How Omnia Can Help

If you want to better understand your team members and discover ways to help them function as a cohesive group, a Team Dynamic Report can help. Based on the results of our signature behavioral assessment, this report shows how likely each team member is to communicate with each other and reveals deeper insight into their individual strengths and weaknesses. The report will give you an action plan to facilitate collaboration, improve communication, and unify your team.

The report can be customized to fit your firm’s unique circumstances. Getting one is easy. Simply fill out a questionnaire and hop on a quick call with us, and we’ll do the rest!

Final Thoughts

Sales and service have long been at odds. But, the truth is — they’re both playing for the same team! Sometimes, employees just need to be reminded of that. As a leader, you have the power and responsibility to foster a winning dynamic between the two groups. When you do, you’ll have an unstoppable, connected workforce that wows your customers and positions your company for long-term success.

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The Omnia Group

For over 30 years, we’ve helped organizations across the world improve and optimize their workforce operations and company cultures. While we take a unique, scientific approach to hiring, development and retention, we also believe every business is a people business. Our passionate advisors always put people first.

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Government & Public Services

In the government and public services sector, where serving the community and managing resources efficiently is paramount, finding candidates with a strong sense of public service and analytical skills is crucial. We help you identify individuals who can navigate complex regulations, implement policies effectively, and serve diverse constituencies.

Our behavioral and cognitive assessments and customized job profiles for various public sector roles enhance your ability to hire the right fit. These insights enable you to develop capable teams, improve service delivery, and maintain public trust in your organization’s mission.

Use Omnia benchmarking or explore custom profile creation for any of the following jobs and beyond to increase your hiring predictability.

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Education

In the education sector, where shaping young minds and adapting to new learning paradigms is crucial, identifying candidates with both subject expertise and effective teaching skills is vital. We assist you in identifying educators who can inspire students, embrace innovative teaching methods, and contribute to a positive learning environment.

Our behavioral and cognitive assessments and customized job profiles for various educational roles significantly increase your chances of hiring the right fit the first time. These insights not only help you support professional development and improve student outcomes but also create an engaging educational experience for all.

Use Omnia benchmarking or explore custom profile creation for any of the following jobs and beyond to increase your hiring predictability.

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Hospitality

Hospitality

In the hospitality industry, customer experience makes or breaks the business. Hiring candidates with an exceptional service orientation, operations efficiency, and adaptability is key to success for any travel and tourism business. We help you identify individuals who can create memorable guest experiences while efficiently managing operations behind the scenes.

Our assessments and customized job profiles for various sectors—from hotels to cruise lines and other travel sectors—enhance your ability to hire the right fit for every role. These insights enable you to foster a culture of service excellence and develop teams that can thrive in this dynamic, guest-focused industry.

Use Omnia benchmarking or explore custom profile creation for any of the following jobs and beyond to increase your hiring predictability.

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  2. Front Desk Manager
  3. Guest Services Manager
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  5. Hotel Director
  6. Housekeeper
  7. Housekeeping Manager
  8. Loyalty and Sales Associate
  9. Loyalty and Sales Manager
  10. Marketing Manager
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  13. Receptionist
  14. Restaurant Manager
  15. Room Attendant
  16. Spa Manager


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

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Real Estate & Construction

In the real estate and construction sectors, where project management and client satisfaction are critical, finding candidates with a mix of technical knowledge and people skills is crucial. We assist you in identifying professionals who can manage properties, adhere to regulations, and deliver quality results.

Our assessments and customized job profiles for roles across these industries increase your chances of hiring the right fit the first time. These insights help you develop well-rounded teams, improve project outcomes, and maintain a competitive edge.

Use Omnia benchmarking or explore custom profile creation for the following jobs and beyond to increase your hiring predictability.

  1. Accounts Payable and Receivable Associate
  2. Assistant Property Manager
  3. CAD Drafter
  4. Community Affairs Personnel
  5. Construction Coordinator
  6. Construction Project Manager
  7. Contracts Coordinator
  8. Customer Care Associate
  9. Design Personnel
  10. Director of Construction
  11. Director of Design and Product Development
  12. Director of Purchasing
  13. Estimator
  14. Engineer
  15. HOA Manager
  16. Land Acquisition Specialist
  17. Land Development Manager
  18. Leasing Consultant
  19. Maintenance Technician
  20. Marketing Coordinator
  21. New Home Sales Associate
  22. Online Sales Counselor
  23. Payroll / Benefits Administrator
  24. Permitting Coordinator
  25. Pool Construction Manager
  26. Pool Designer/Sales
  27. Property Manager
  28. Public & Political Relations
  29. Purchasing Agent/Analyst
  30. Purchasing Coordinator
  31. Purchasing Estimator
  32. Purchasing Manager
  33. VP of Construction
  34. VP of Land Acquisition
  35. VP of Land Development
  36. VP of Operations
  37. VP of Purchasing
  38. VP of Sales
  39. Warranty Personnel
  40. Waterscapes Coordinator


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Media

Media

In the fast-paced media industry, where creativity meets deadlines and audience engagement is critical, securing candidates with innovative thinking and practical skills is essential. We help you select individuals who can create compelling content, adapt to new platforms, and understand audience dynamics.

Our cognitive, behavioral, and grammar assessments and customized job profiles for various media roles—from content creators and producers to sales and marketing specialists—enhance your ability to hire the right fit for each role. These insights enable you to nurture creativity, improve team collaboration, and stay relevant in an ever-changing media landscape.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

  1. Assignment Editor
  2. Broadcast Producer (TV)
  3. Digital Producer
  4. Director of Sales
  5. IT/Systems Engineer
  6. Master Control Operator (TV)
  7. Media Sales – Media / Radio Sales
  8. On-air Personality – Radio
  9. On-air Personality – Television
  10. Photojournalist
  11. Sales Manager – Media / Radio Sales
  12. Social Media Specialist
  13. Traffic Director  


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

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Healthcare

In healthcare, where patient care and technological advancements intersect, securing candidates who are committed to helping others and eager to learn is essential. We assist you in identifying professionals who can deliver high-quality care while adapting to the latest medical technologies and practices.

Our behavioral and cognitive assessments and customized job profiles for various roles—at dental and healthcare practices, rehabilitation and research centers, and veterinary clinics—enhance your ability to hire the right fit for every role. These insights enable you to foster a patient-centric culture and support the professional growth of your team in your specialized healthcare sector.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

 Dental  

  1. Associate Dentist
  2. Dental Assistant
  3. Dental Front Office
  4. Dental Hygienist
  5. Dental Office Manager   


Healthcare General     

  1. Activities Aide
  2. CNA
  3. Case Manager
  4. Clerical
  5. Clinic Front Office
  6. Clinic Office Manager
  7. Customer/Patient Service Clerical
  8. Environmental/Food Service
  9. Janitorial – Medical or Laboratory
  10. Lab Technician
  11. Management
  12. Medical Assistant
  13. Medical Billing
  14. Medical Device Sales
  15. Occupational Therapist
  16. Physical Therapist
  17. Physician (Clinic)
  18. RN
  19. Scheduler
  20. Speech Therapist


Rehabilitation

  1. Clinic Front Office
  2. Clinic Office Manager
  3. Occupational Therapist
  4. Physical Therapist
  5. Speech Therapist       


Research        

  1. Clinical Research Coordinator
  2. Research Assistant                


Veterinary     

  1. Veterinary Assistant
  2. Veterinary Office Manager
  3. Veterinary Practice Manager
  4. Veterinary Receptionist (front desk)
  5. Veterinary Technician
  6. Veterinarian  


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Staffing & Recruiting

Staffing & Recruiting

In the staffing and recruiting industry, where understanding people and markets is essential, finding candidates with strong interpersonal skills and business acumen is crucial. We assist you in identifying professionals who can effectively match talent with opportunities and build lasting relationships with clients and candidates alike.

Our behavioral and cognitive assessments and customized job profiles for roles across the staffing spectrum increase your chances of hiring the right fit the first time. These insights help you develop your team’s capabilities, improve placement success rates, and stay ahead in this dynamic industry.

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  1. HR Director
  2. HR Generalist
  3. HR Manager
  4. Payroll/Benefits Administrator
  5. Recruiter
  6. Relationship Manager
  7. Talent Acquisition Specialist       


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

professional-services-

Professional Services

In the professional services sector, where client relationships and job-related expertise are key differentiators, finding candidates with a balance of technical knowledge and soft skills is crucial. We help you identify individuals who can deliver high-quality services while building and maintaining strong client relationships.

Our behavioral, cognitive, and grammar assessments and customized job profiles for various roles—from desk jobs to field jobs—enhance your ability to hire the right fit the first time. The insights from our profiles enable you to nurture talent, improve client satisfaction, and maintain a competitive edge in your specific service area.

Use Omnia benchmarking for the following job profiles to increase your hiring predictability.

  1. Account Manager
  2. Accountant
  3. Accounting Manager
  4. Administrative Assistant
  5. Attorney
  6. Bookkeeper
  7. Business Analyst
  8. Buyer/Purchasing/Procurement
  9. Call Center Manager
  10. Call Center Representative
  11. CEO
  12. CFO (Chief Financial Officer)
  13. CFO (Chief Financial Officer)
  14. Chief Sales and Marketing Officer
  15. CIO (Chief Information Officer)
  16. Clerical Supervisor
  17. Collections
  18. Communications Coordinator
  19. Compliance Auditor
  20. Controller
  21. COO (Chief Operating Officer)
  22. Corporate Trainer
  23. Customer Service
  24. Customer Service Manager
  25. Digital Content Creator
  26. Digital Marketing Manager
  27. Estimator
  28. Event Coordinator
  29. Executive Assistant
  30. Grant Writer
  31. Graphic Designer
  32. HR Director/Manager
  33. HR Generalist
  34. Manager
  35. Marketing Assistant
  36. Marketing Manager
  37. Office Manager
  38. Operations Manager
  39. Operations Support
  40. Paralegal/Legal Assistant
  41. Payroll/Benefits Administrator
  42. PR Manager / Public Information Officer
  43. Process Improvement Manager
  44. Production Expediter
  45. Production Planner/Scheduler
  46. Project Manager
  47. Quality Assurance Specialist
  48. Receptionist
  49. Recruiter
  50. Relationship Manager
  51. Social Media Specialist
  52. Talent Acquisition Specialist


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Information Technology

Information Technology

In the rapidly evolving IT industry, where innovation is constant and technical skills quickly become obsolete, identifying candidates with a combination of expertise for the current needs and the ability to learn and adapt to new technologies is vital. We empower you to select tech professionals who can drive your digital initiatives forward while adapting to emerging technologies.

Our behavioral and cognitive assessments and customized job profiles for each role—from CIOs to database administrators, software developers, and IT managers—increase your chances of hiring the right fit the first time. The insights from our job profiles help you create targeted development plans, fostering a culture of continuous learning and innovation in your IT team.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

  1. CIO (Chief Information Officer)
  2. Cyber Security Specialist
  3. Database Administrator
  4. Graphic Designer
  5. Inside Sales – SaaS (appointment setting)
  6. IT Director
  7. IT/Systems
  8. Practice Leader – Cloud
  9. Quality Assurance Tester
  10. Software Developer
  11. Software Support Trainer
  12. Tech Leader – Delivery Practice
  13. Technical Account Manager (Sales)
  14. Web Designer
  15. Web Developer

          
If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Manufacturing

Manufacturing

In the manufacturing sector, where efficiency and precision are necessary, you need candidates with a blend of technical expertise, high adaptability, and resilience. We help you identify individuals who can thrive in a production environment, embrace lean practices, and drive continuous improvement.

Our behavioral assessments and customized job profiles for each role—from production line workers to process engineers—increase your chances of hiring the right fit the first time. These insights help you develop talent, improve retention, and maintain a skilled workforce ready to meet the evolving demands of modern manufacturing.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

  1. Buyer/Purchasing/Procurement
  2. Customer Experience Coordinator
  3. Estimator
  4. Fleet & Equipment Manager
  5. General Manager
  6. Heavy Equipment Operator
  7. Laborer
  8. Machine Operator
  9. Manufacturing Assembler
  10. Process Improvement Manager
  11. Production Expediter – Shipping/Receiving Material Handler
  12. Production Planner/Scheduler
  13. Production Supervisor
  14. QC Technician
  15. Safety Coordinator/Manager
  16. Sourcing Manager
  17. Technician (Installation and Repair)
  18. Warehouse Associate
  19. Warehouse Manager     


If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Automotive

Automotive

In the automotive industry, where innovation drives success and customer satisfaction is the highest priority, finding candidates with the right mix of technical mindset and interpersonal skills is crucial. We help you identify individuals who can thrive in this fast-paced environment, adapt to technological advancements, and deliver exceptional customer experiences.

Our behavioral assessments and customized job profiles for each role—from car dealerships to boat and RV dealers—increase your chances of hiring the right fit the first time. The insights from these profiles help you nurture talent, guide career progression, and keep your workforce engaged and productive in a constantly evolving industry.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

  1. Bookkeeper/Accountant
  2. Body Shop Estimator
  3. Body Shop Manager
  4. Body Shop Technician
  5. Controller
  6. Customer Relations Representative
  7. Customer Relationship Specialist
  8. Detailer
  9. F&I Manager
  10. Fixed Operations Director
  11. General Manager
  12. Lot Attendant/Porter
  13. Office
  14. Parts Counter / Parts Associate
  15. Parts Manager
  16. Powersports Sales
  17. Receptionist
  18. Reconditioning Foreman
  19. Sales
  20. Sales Manager
  21. Service Advisor
  22. Service Manager
  23. Service Technician Team Lead
  24. Service Technician
  25. Title Clerk
  26. Used Car Sales
  27. Valet
  28. Warranty Administrator
  29. Warranty Clerk   

Business Development Center          

  1. Call Center Manager
  2. BDC Director
  3. BDC Representative
  4. Inside Sales
  5. Internet Sales
  6. Inside Sales Manager
  7. Service Coordinator


Boat and RV    

  1. Boat Sales
  2. Customer Relations Representative
  3. Powersports Sales
  4. RV Orientation/Delivery
  5. RV Sales
  6. RV Service Advisor

If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Financial Services

Financial Services

In the financial services sector, where trust is currency and regulatory compliance is non-negotiable, securing candidates with analytical prowess, a commitment to quality, and client-centric attitudes is essential. We empower you to identify individuals who can navigate complex financial landscapes while maintaining the highest standards.

Our behavioral and cognitive assessments and customized job profiles for each role—for credit unions, banks, and other financial institutions—empower you to make informed hiring decisions. The insights from these profiles enable you to provide targeted professional development, ensuring your team remains competent, compliant, and committed in an industry where precision and reliability are essential.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

Credit Unions

  1. Accountant 
  2. Back Office
  3. Branch Manager 
  4. Call Center Rep 
  5. Collector
  6. Compliance Assistant
  7. Compliance Officer
  8. Credit Assistant
  9. Financial Service Rep
  10. Fraud Specialist
  11. Front Office
  12. Head Teller
  13. IT Professional
  14. ITM (Video) Teller
  15. Loan Officer
  16. Loan Processor
  17. Manager/Supervisor
  18. Member Service Rep
  19. Mortgage Originator
  20. Regional Manager
  21. Teller
  22. Teller – Sales/MSR
          

Banks   

  1. Accountant
  2. Back Office
  3. Branch Manager
  4. Call Center Rep
  5. Collector
  6. Compliance Assistant
  7. Compliance Officer
  8. Credit Assistant
  9. Financial Service Rep
  10. Fraud Specialist
  11. Front Office
  12. Head Teller
  13. IT Professional
  14. ITM (Video) Teller
  15. Loan Officer
  16. Loan Processor
  17. Manager/Supervisor
  18. Mortgage Originator
  19. Regional Manager
  20. Service Rep
  21. Teller
  22. Teller – Sales/Selling CSR
  23. Financial Relationship Manager
  24. Wealth Management Relationship Manager

If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.

Insurance

Insurance

In the insurance industry, where competition is fierce and turnover is high, the key to success lies in identifying candidates with the perfect blend of soft skills and analytical skills. We empower you to find these individuals who not only excel in their roles but also stay with your organization for the long haul.

Our behavioral and cognitive assessments and customized job profiles for each role increase the chances of hiring the right fit the first time. The insight from the profiles helps you provide the growth path your employees desire and keep them happy and engaged.

Use Omnia benchmarking for the following jobs to increase your hiring predictability.

  1. Agency Owner
  2. Claims Representative
  3. Field Claims Adjuster
  4. Inside Claims Adjuster
  5. Loss Control Consultant
  6. Marketing Representative
  7. Policy Services
  8. Underwriter
  9. Account Manager
  10. Customer Service Manager
  11. Processing CSR
  12. Producer
  13. Risk Manager
  14. Sales Manager
  15. Selling CSR
  16. Service CSR

If a job you need filled is not listed, don’t worry – we specialize in creating custom solutions for unique business needs.