My background includes varied roles in the customer service, technical, marketing and even (however briefly) sales fields. The lessons that I’ve learned in each field have helped shape how I view the Customer Experience.
I fundamentally believe that customer experience can do more for your marketing and sales efforts than most companies realize. It’s not something that is easily measured on spreadsheets and graphs, but it absolutely impacts your bottom line. Good experiences are good for business and, fairly obviously, bad experiences are bad for business.
Whether you subscribe to the idea that customers weigh outside factors in their buying decisions or not, there is no denying that companies that focus on the customer experience through all parts of the journey enjoy higher rates of conversion and retention. Let’s talk about how these teams can work together to bring more customers into the fold.
Marketing is More Than Advertising
My son asked me the other day if my job was advertising. I told him that what I did was much more than putting out an ad and hoping people responded to it. Marketing is how you present your company and product to the world. It can include advertising in various mediums, of course, but it extends beyond that. What is your corporate image? How do both insiders and outsiders perceive your company culture? Do you honor business agreements, warranties, and contracts? Is your messaging clear, consistent, and positive? Do your customer service reps treat people with dignity and respect?
It’s not just about pretty images and great content. That is part of it, but there can be so much more. For example, a quick response to a negative social signal or a CS rep taking the time to solve a particularly difficult support case (while remaining unbelievably calm) can make all the difference in the world for public perception. A well-thought out community program can foster good will in those who would be future customers.
Sales Aren’t Just Numbers
They are people, too. Every transaction is influenced by the journey taken by that individual to the selling point. I have worked with sales people who can spin a tale larger than Paul Bunyan and then expect the technical team to live up to the hype. That approach might have success in the short-term but, over time, it will make your tech, customer service, and management teams start to question your real capacities.
Be honest. Be informed. Be educated. Be sensitive. Take the time to understand the product potential AND limitations. Hype of what you can, but be prepared to give real answers to questions people have during the sales process. If the product isn’t a fit, it’s better to move on than force someone down a path they really don’t want to follow. Happy customers create future business. Unhappy customers destroy business. We see it every day.
Early Lessons in Customer Service
I came up through the ranks of technical support and customer service for several organizations. When you work with the customers on a daily basis you get to know their pain points. If you pay attention to your job you also start to learn what could improve the customer quality of life when using your product. I would take my technical expertise and suggest solutions that would benefit our customers.
I feel that effective sales and marketing professionals should have cross-training exposure to customer service. Beyond simple product knowledge or selling points, they should understand other potential customer pitfalls. Rather than simply promise that the development team can come up with a solution, they should have some insight as to what actually is possible. Service provides insight. I believe all sales and marketing professionals should know the value of customer service.
All Hands in! 1 – 2 – 3 – Break!
Those are my thoughts on the customer experience. The customer journey needs to be a positive one to make sure the best outcomes happen for both parties. Marketing will draw in the customer. Sales will help them to the finish line. Customer Service will support them every step of the way to help them succeed. Happy customers will then provide positive feedback, comments, and content that Marketing can use to start the process anew for more potential customers.
Work with your teams and make sure everyone is aligned. Open the communication channels and be sure people are heard. The more open you are, the faster your response can be to problems that *will* come up. Calling the right plays for your team will result is more success.
