Customer Experience: Are Your Customers Happy?

Customer Experience

Tell me if this sounds familiar.

You went through a process to select a CRM suite. Then you hired the recommended Systems Integrator (SI) to configure and customize it according to your requirements. Additionally, you have a few reps who’ve been trained, and some that have not. Point in fact, they all perform inconsistently. But what about customer experience? Are your clients even happy?

Your Marketing department is working on your website via a web agency they selected. They spend loads of money on trade shows. Worse, they spam your prospects with superfluous emails. Your reps are still complaining about leads. The sales pipeline looks ok according to the SFA dashboard application. However, you still don’t really trust it. Your reps aren’t really a big fan of your SFA application either. Moreover, you aren’t quite sure what to do to get it all together. You’re running out of excuses, and your job is on the line. Should you pay for more sales training? Ask yourself a few questions. Firstly, is it time to rebuild that tired website again? Secondly, do you invest in SEO to get more leads? Lastly, should everyone be forced to use the SFA system or not get paid?

Is there a better way to improve customer experience?

Custer Experience and Satisfaction

Now let’s paint a different picture. Everyone in your sales organization, your marketing department, and your support group has been trained by one of the top Sales Effectiveness firms in the country. They love the entire approach and program. Moreover, they believe in it 100%. That same firm worked directly with your SI to tune the entire CRM system. Your CRM now supports your organization with consistent tools, processes, and messages. This goes all the way from your marketing strategy to your customer support organization.

Every person that has contact with a customer is now fluent in a different language. It’s the language of business. Now your company’s conversations with customers/prospects are in harmony with your business strategy. More importantly, talks are aligned with your customer’s business strategy. The reports you need are instantly available and trusted. You now possess the deep insight you need to make insightful decisions. Furthermore, you can anticipate what is coming and what needs to be done. You sleep well at night knowing your customer experience ratings are high.

Is this science fiction or fantasy? No. It’s the result of looking at sales as an enterprise process that must be addressed and supported holistically.

Customer Experience: Symphony or Band Hall?

My son was required to participate in music class during his 6th-grade year. Consequentially, he chose to be in a band and play the trumpet. He didn’t want to do it. However, he had to if he wanted to pass. His first concert was scheduled for shortly after Thanksgiving. I knew it would be tough. Yet, I wanted to support my son and keep peace with my wife.

We sat on uncomfortable aluminum chairs in an overcrowded elementary school band hall. There were a couple of hundred other parents smiling and trying to make the best of it. Obviously, I love my son. But wow! They really did sound pretty rough. In fact, it almost made me cry. Imagine 70 kids playing instruments they weren’t remotely interested in. They only had a couple of months of practice and one band instructor for the whole group. You get the picture. In fact, you’ve probably been there yourself.

Customer Experience - Loud Music

A few weeks later I took my family to the Myerson Symphony Center. The Dallas Symphony Orchestra played their annual Christmas symphony. What a difference. All the members of the orchestra were well trained. They took pride in their craft. Their instruments were well-tuned. The entire performance was well-rehearsed. Moreover, the facility was amazing, and the result was spectacular. I almost wept.

When your company goes to market, everything you do, every interaction you have with customers and prospects is a performance. Your customers and prospects are your audiences. Give them a good experience! Consider how you sound to your customers. Do you leave them crying in pain or weeping tears of joy?

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