Most companies leave sales to the sales force and customer service to the customer service team. That is a recipe for a expensive screw up.
Everybody in your organization makes direct customer contact. Each worker, from the president and other officials to craftsmen, sales folk, accounting staff, and service crews.
Each single contact anyone in your organization has with its customers either reinforces or corrodes the organization’s entire relationship with your customers. That includes each invoice you send, each ad you run, and each telephone call you make or receive.