Customer Experience Best Practices For Growth
We put in so much time, fighting to push things across the finish line. Countless hours devoted to marketing strategies and bringing in a sale; but what happens next? If you were to ask companies that do not utilize some kind of post-sale customer experience team why they don’t have one, most would answer that they’re trying to figure it out or that it’s not a priority. Customer experience is incredibly important – however, it is still looked at as a commodity rather than a necessity. Clients are consistently looking for personal outreach and humanity in their engagements. What if there was a way you could leverage those interactions into actual growth, and not just account maintenance.
In marketing and sales, not all accounts are created equal. Some are tiered higher than others and require more work. In CX (Customer experience), we tend to train that “all accounts should be treated the same.” We want to create a seamless transition for on-boarding so why not just have the clients go through a single roadmap. While consistent on-boarding isn’t a bad thing, tiering out your accounts from a customer experience standpoint can help your reps see more clearly where the bulk of their time should be spent. It goes without saying that you’d want to keep a top spending client active for as long as possible- shouldn’t that client be given more time and access to CX than others? Identifying those accounts ahead of time and creating formulaic processes can help achieve this. The takeaway here shouldn’t be to ignore your clients, but to empower your reps to assist in top tiered account growth, along side your sales team.
- What would your Customer Experience account tiers look like? How can you communicate that to your reps?
While we don’t want the CX reps to be handling renewals or up-selling what they manage, there’s something to be said for coaching them on how to generate interest around those opportunities. Customer Experience should be a go-to for buyers to have direct access to help and get quick answers. However, this doesn’t mean CX should ignore the buying signals that are being shown in conversations. Sending along helpful content that is designed to point the buyer in the direction of a product, or content that describes what it’s like to renew their software, can seriously help set up the sales team in their outreach and conversations. Coaching your reps around how to identify potential needs and objections in their daily CX interactions can help push the straggling accounts back into the pipeline.
- Do you have content customer experience centered content? If not, what content can be sent to your clients during the account maintenance phase?
If there’s one thing clients are constantly frustrated with, it’s new program on-boarding. So much of your CX teams time is focused on how to nail down on-boarding, and transition into successful product adoption, that it’s hard to find space to fit anything else in that process. What if the process was not only tailored around product adoption, but also focused on the inevitable product renewal? Making subtle changes to your on-boarding, like talking about what the product looks like fully adopted can help the conversations later down the line in the renewal cycle. Prepping your customers to hear more from sales is a nuance that takes time to learn, but once it’s mastered, can help greatly. This also helps marketing retarget their customer marketing efforts more effectively. All in all, it’s always a plus if the client comes out of the on-boarding process wanting to hear more from your team.
- What points do you want your reps to highlight during the on-boarding process? How can those points set up further sales and marketing discussions?
We’ve all been there. Someone from a retail company’s customer service team reaches out to you for more information through a survey or a call and you walk through the process, which enables that company to leverage their intel to speak to you more directly – this process can be done in a similar fashion in the B2B world. Your CX team becomes your front line once the sale is completed, why can’t they also be your back line with data accuracy? As they stay in communication with their clients, you should work to empower them to gather effective data to report back to the account holder or management. This data can help your marketing and sales teams personalize their outreach, resulting in better conversations.
- How would your reps gather this additional data? What kind of data would be the most helpful?
With there being so many moving parts to the customer experience process, taking a revenue focused approach isn’t an easy task to complete. In some cases, this could require a complete overhaul of your processes you have in place. However, in the long run, it can seriously impact your sales and marketing team’s success and push for more reoccurring ROI sooner rather than later. CX enablement is something all customer experience teams should be focusing on creating, and these are some great steps in doing so.
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