It’s no longer enough to offer a great product at a competitive price. Global sourcing and sales mean customers have many choices when it comes to buying goods. While a superior product might pique a customer’s interest, it’s their experience working with your brand that will make the difference between a sale and a dissatisfied buyer. A good experience keeps customers coming back.
What does this mean to you and your enterprise? It means every department must work to best support the overall customer experience. Customer service is no longer the job of only the customer service department.
- C-Level Executives are incredibly affected by the customer experience. It has become such a pressure point that 59 percent of B2B companies have hired an individual to lead the efforts. Many of the companies labeled leaders in the industry have moved this route.
- IT must ensure all practices are customer friendly, from website usability to mobile access.
- The sales department serves on the front lines to drive new and repeat purchases, and are in a unique position to understand what motivates customers to repeat business. But it’s not enough to understand customer wants, but they also must deliver a positive experience, too. In turn, a good experience by the customer can often drive additional purchases and new customers through word-of-mouth advertising.
- The customer service group is the new battleground in post-purchase interaction. A recent survey found that 61 percent of industry leaders believe after-sales support and service to be very important for the overall customer experience. How a customer feels they were treated can mean the difference between a one-time purchase and a lifelong relationship. The entirety of the customer service experience has an impact, from speed of response to the number of channels available to serve customers.
- The marketing department is also affected by the customer’s experience. The response to marketing campaigns, whether on e-mail, social media, web or other channels, will be different based on how customers view your brand.
The customer experience touches every corner of your business. What do customers want to see? What do they perceive as the missing link in your product or service line? Is your marketing team producing content that educates and interests the customer? Engaging content gets shared, and shared content is free advertising. What about your public relations efforts? PR also plays a role in the customer experience. Customers want to hear about how the companies they align with are benefitting the community.
The customer’s experience is critical to a company’s success. How customers are treated will determine the relationship length and the value of the customer to your company, and a high-value customer is a good customer to have.
About the Author:
TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.