Breaking Down Silos: Contact Center as Sales Consultant | WOW24-7
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Breaking Down Silos: Contact Center as Sales Consultant

Byline: This article is based on an interview with Madelene Motin, the Head of Customer Service at STRONGER


Madelene Motin is an accomplished professional with a vital customer service and e-commerce background. Currently serving as the Head of Customer Service at STRONGER, she possesses knowledge in optimizing customer interactions and driving sales through insightful strategies. With a unique perspective on the contact center’s role as a sales and marketing consultant, Madelene advocates for cross-departmental collaboration to enhance company growth from within.

Key Takeaways:

  • Embrace cross-departmental collaboration to leverage diverse skills and insights for company growth.
  • View the contact center as a strategic sales, marketing, and SEO partner.
  • Encourage knowledge sharing to harness valuable customer insights and drive product categorization.
  • Break free from rigid job roles to explore new ways to contribute to the company’s success.
  • Prioritize a holistic company-building approach by fostering open communication and idea exchange.

Customer Service Beyond the Norm 

In today’s competitive business landscape, customer service has evolved from a mere support function to a strategic asset that can drive sales and enhance customer satisfaction. As Madelene puts it, contact centers have the potential to offer valuable insights and recommendations that can shape product categorization, search functionality, and overall customer experience. By leveraging the expertise housed within customer service teams, organizations can gain a competitive edge by providing customers with personalized recommendations and expert guidance.

She emphasizes stepping beyond traditional roles and embracing a more collaborative approach within organizations. With their frontline experience and customer interactions, contact center agents can serve as valuable consultants across various departments, including e-commerce, SEO, and marketing. By breaking down silos and fostering open communication channels, companies can harness the collective knowledge and expertise of their employees to drive innovation and growth from within.

The Power of Cross-Functional Collaboration 

One of the critical insights highlighted in the discussion is the necessity of cross-functional collaboration within organizations. Madelene underscores the potential impact of sharing knowledge and insights across departments, emphasizing the role of contact centers in contributing to the company’s overall success. By breaking down barriers and encouraging dialogue between different teams, businesses can tap into a wealth of expertise and perspectives to lead to more informed decision-making and strategic planning.

Madelene’s perspective sheds light on the untapped potential of contact centers as service providers and strategic partners in driving business growth. Organizations can leverage their expertise to enhance product development, marketing strategies, and overall customer experience by recognizing the unique skills and insights that contact center agents possess. This shift in perception can transform contact centers from cost centers to profit centers, driving sales and customer loyalty through personalized recommendations and expert guidance.


In conclusion, Madelene Motin underscores the transformative power of reimagining the role of contact centers in today’s business landscape. By viewing customer service as a source of valuable insights and recommendations, companies can unlock new opportunities for growth and innovation. Through cross-functional collaboration and a shared commitment to knowledge-sharing, organizations can harness the collective expertise of their teams to drive strategic decision-making and customer-centric initiatives.

As businesses navigate the complexities of the modern marketplace, the evolution of customer service into a strategic asset can be a game-changer. By empowering contact centers to act as consultants and thought leaders, companies can differentiate themselves, drive sales, and foster lasting customer relationships. Her paradigm shift advocates a compelling call to action for companies to rethink traditional notions of customer service and embrace a more collaborative, insights-driven approach to business success.

Remember, in the dynamic landscape of customer service and sales, it’s not just about providing answers—it’s about asking the right questions and leveraging your teams’ collective wisdom to drive innovation and growth.

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