Great sales are the primary goal of any business, and it's clear that a great product or service solely can't help in a great sales record. To make customers return for more next time, there should be an excellent bond built with the brand, and customers should trust the brand. The key way to do it is by establishing a great customer experience.
Customer experience shouldn't be considered just during the time of sales; it should happen way before, during, and after sales in the form of good customer service and assistance. So here, great customer service naturally contributes to excellent customer experience. And that experience will result in more sales from the same customer in the future.
Sales and Customer Experience: A Match Made in Business Heaven
Imagine you walk into a store, unsure what you want to buy, but the friendly salesperson greets you with a smile and helps you find the perfect product. You leave feeling satisfied and valued. That is the magic of sales and customer experience working hand in hand.
Sales is all about persuading customers to make a purchase, while customer experience focuses on meeting the needs and expectations of customers. At first glance, they may seem like two different worlds, but they are intrinsically linked by a common goal: keeping customers happy.
Commonality Between Sales and Customer Experience
- Retention of customers: Think about it - what's the point of making a sale if the customer never comes back? Both sales and customer service aim to retain customers by providing exceptional service and building lasting relationships. Happy customers are repeat customers, after all.
- Creating the desired experience to build loyalty and repeat business: Sales and customer experience work together to create an enjoyable customer journey and experiences for customers, from the first point of contact to post-purchase support. A good customer experience strategy leads to customer loyalty and repeat business - the ultimate goal for any business.
- Shared goals of different departments and roles within a company: Sales and customer experience may operate in different departments, but their goals are closely intertwined. Both teams work towards the common objective of customer satisfaction, driving revenue, fostering brand loyalty, and customer relationship management.
Creating an Amazing Customer Experience
There are 4 ways in which companies can deliver a positive customer experience and improve sales in the future.
1. Understanding Customers Through CX Insights
Customer experience insights play a crucial role in understanding the needs and preferences of customers, which in turn can be used to improve sales. By gathering feedback and data from various touchpoints, businesses can capture insights into customer behavior, preferences, and pain points. Utilizing customer experience insights tools such as surveys, feedback forms, and a dedicated analytics tool, companies can gain valuable information to tailor products and services to meet the specific needs of their target audience. This proactive approach enhances the overall customer experience, increases customer loyalty, and drives sales growth.
2. Strategies for Providing Quick Response to Customers
Who likes to wait for an executive for days to pick up their calls or resolve their issues when they urgently need assistance? One missed call from a customer or prospect means many missed sales from the same customer in the future. Picking up the phone or immediately giving callbacks, responding to emails, and resolving problems as soon as possible will enhance customer experience, customer journey, and trust. Even if you say it will take two days to resolve the issue, try to fix it in a day or at least an hour before to surprise the customers and make them satisfied.
3. Under Promise and Over Deliver
Credibility is key in customer interactions. So, always do what you say and a little extra. It's way better than over-promise and average delivery. For example, if you are in the airline industry, flight delays are inevitable, leading to customer frustration. In such cases, customer service people can inform the passengers in advance and arrange the lounge or other facilities for passengers. Providing more than they expect will naturally enhance the customer experience and customer journeys.
4. Be Proactive and Prepared with a Customer-centric Mindset
Imagine you're meeting a customer, and you're not prepared. You don't know the answer, or you don't have a solution for them, and you are asking them to connect with your manager! Not a good look, right? Being prepared shows respect towards your customers and can make or break a sales opportunity. So always come armed with all the information and solutions needed to wow your customers.
In a nutshell, the link between sales and customer experience is stronger than you think. By prioritizing customer service, teaching service techniques, and creating an amazing customer experience, you can elevate your sales game to new heights.
The Need for Continuous Improvement in Customer Experience for Sales Growth
Sales cannot thrive without happy customers, and positive customer experience management is crucial in delivering exceptional experiences at every touchpoint. Hence, the link between sales and customer experience is undeniable. Companies must continuously improve their customer service and expertise to stay ahead of the curve. By listening to customer feedback, adapting to changing trends, and fostering a customer-centric culture, businesses can retain consumers and turn them into loyal brand advocates.
Read more: Customer Experience: What it Takes for Success in the Middle East