Customer Experience is Your Best Salesperson – Part 2
Here’s Part 2 (of 2) of Customer Experience is Your Best Salesperson. If you haven’t read Part 1, you’ll probably want to do that before reading this article. See Part 1 here. Or, you can read the entire article in its original publication on CustomerExperience Magazine).
Beyond the sale
Rethinking the buyer experience is only the first part of understanding the impact customer experience plays in delivering successful sales. A much greater impact comes from how it shapes buyer’s perceptions both in the initial and subsequent sales.
This focus on subsequent sales matters because most customers only become profitable on the second and subsequent sales, as research from Reichheld and Sasser (Zero Defections: Quality comes to services, HBR) shows.
Consider also the following stats and how they relate to the CEO’s war cry for more sales.
|CEO’s War Cry||CX Contribution|
|Get more leads!||Word of mouth influences 80% of all purchases (Forrester)|
|Convert more!||WOM leads convert 3-5x more than other lead sources (WOMMA)|
|Charge more!||55% of consumers will pay more for a better CX (Defaqto)|
|Close quicker!||B2B: 76.3% of existing customers closed in >6 months. Only 45.2% new customers closed in the same time frame. (Accenture)|
|Retain more!||89% of customers stopped doing business with a company because of poor CX (Right Now)|
|Reduce acquisition costs||60-70% of existing customers likely to buy cf 5-20% new customers (Marketing Metrics)|
How should you get started in harnessing customer experience for sales success?
Clicktools has developed an approach based around six questions, which are easy to understand but notoriously difficult to answer well.
- What are the key touch points on your prospect/customer journey?
- At each touch point, what matters most to the prospect/customer? Note this is often different from what you think matters most.
- For each touch point, what is our designed prospect/customer experience? How do we plan to deliver purposefully and consistently an experience that addresses what matters most?
- What information do we need to collect/provide at each touch point to ensure the experience is a success? Remember to focus on the minimum set of information required and ensure you never ask for the same information twice.
- What feedback and metrics do we need to assess that each touch point has been delivered to the customer and the company’s expectations? For each of the factors identified in Q2, what feedback and metrics will tell us we have delivered a successful experience for both the customer and the company?
- Who needs to know what, to do what? What feedback and improvement loops do we need to design into the system to drive continuous improvement and initiate service recovery when needed?
A winning customer experience is not just essential to retaining existing customers, it has a massive impact on lead generation and sales to new customers. If they care about achieving their revenue targets, it is an area of business sales leaders ignore or leave to others at their peril.