What comes first, Sales or Customer Experience?
For many years in fact decades, the answer to this has always been … Sales. However, this has changed. It’s now no longer about a sales pitch or presentation, now it’s about creating amazing customer experiences. Whether your business is B2C or B2B the customer journey starts off the same way
Google search…
Followed by research and usually ending with customer reviews and online videos depending on the product, service or solution
This is true in practically all industries today from financial, medical, technology to consumer goods.
So if I want to develop new customers should I be pestering people with cold calls, OR following up with customers who have had a positive initial experience in learning about our products or services? Now, this won’t be effective if you do not have the kind of information and content in place to bring in those customers but then that’s why you need to map out your customer’s journey .
So, it sounds simple but it’s not. What customers want today are tour guides and fast answers, not salespeople. Many of your salespeople can easily adapt and thrive in this new world. However, some will not be able to make the transition so easily.
This is true in practically all industries today from financial, medical, technology to consumer goods.
So if I want to develop new customers should I be pestering people with cold calls, OR following up with customers who have had a positive initial experience in learning about our products or services? Now, this won’t be effective if you do not have the kind of information and content in place to bring in those customers but then that’s why you need to map out your customer’s journey .
So, it sounds simple but it’s not. What customers want today are tour guides and fast answers, not salespeople. Many of your salespeople can easily adapt and thrive in this new world. However, some will not be able to make the transition so easily.
The truth is you no longer need traditional salespeople, you need Digital CX teams
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So what does this process look like?
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All of these steps and I mean ALL of these steps are now done online. Many of these steps can be done through social media and your website, the customer would not necessarily know the difference as long as their experience is fast, easy and complete. Now, it’s not always a straight line and there may be detours along the way but...if your team stays with them in the online world...great things happen! If not, then not much happens! But then I guess you could always send an email to see if they’ll answer that!
So, do you want traditional analog salespeople OR do you want Digital CX Specialists? It’s time to completely re-imagine your entire sales process, from marketing, sales and through to customer support |
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