The Customer Experience in Sales: How it Helps Your Bottom Line
May 31, 2022
We often talk about the importance of creating a rich and meaningful customer experience (CX) without fully understanding what CX even is. For one, it isn’t just about customer service as many people think—though customer service is part of CX. True customer experience is about understanding your customers more deeply and developing strong, long-term relationships with them. This in turn will help you provide personalized experiences through the course of the buyer’s journey.
Defining The Customer Experience
Customer experience is the perception your customers have of your brand, based on the experiences they have when they interact with you. The customer experience in sales activity relates to everything customers get from you, including emails, phone calls, marketing materials, interactions with automated chatbots, and a host of other actions. All these interactions matter.
In fact, studies have shown that for 92% of companies, great customer services translated into loyalty to your brand. How does that impact sales? 95% of consumers have stated that they read reviews while considering a particular product—and 86% considered customer reviews to be crucial to their overall decision-making process. When they have a positive customer experience, your customers will tell other people, frequently in the form of favorable online reviews. Great CX motivates your customers to help sell your company and its products for you.
4 Ways to Improve Customer Experience
1. Clearly define your vision for customer experience.
It’s important to start with a clear statement or vision of what you want your CX to be. You want to clearly define your approach to your customers in practical terms—what tone you’ll use, how promptly you’ll respond to customer inquiries, what scripts you’ll need for a range of scenarios, and the like. Since CX involves many different touchpoints and different teams along the way, consistency is going to be crucial to success. Having defined guidance will ensure everyone plays their part well.
2. Understand exactly who your audience is.
An existing leads list—with contact information, job title, company—is a good start, but you need to expand upon those basics to flesh out your ideal customer profile (ICP). Demographic and technographic details should be a part of your ICP, for instance. The age of your customers may indicate their preferred mode of communication (phone, email, social media). Or if your target buyers use smartphones more than desktops, you can develop your content to be more mobile-friendly.
This also extends to how you approach your leads when you reach out to them. If your leads are tech-savvy, you can be more detailed in your conversations, produce more specialized videos, and so on. These details will allow you to better personalize and customize your customers’ experiences with you. If possible, you should create profiles and personas to share with all stakeholders on your CX and sales teams.
3. Give your audience exactly what they’re looking for.
One of the biggest contributors to positive CX is when you provide your audience with the content they’re looking for. There’s nothing more frustrating to a customer than wading through the same general material when they have specific questions they need answered. There are many ways to find out what your customers are looking for. First, you can see what they’re asking or talking about on social media. Second, you can see what keywords or key phrases they’re searching for. Finally, you can and should ask your sales teams about the common questions they field.
The trick, then, is to get your content to the people asking these questions. DemandScience’s PureSyndication service takes your most relevant content and puts it in front of the audience you defined in #2 above. DemandScience also tracks how much of your content they read, the depth of their engagement, and even whether they share your content on other platforms.
This will help you further refine your CX as you follow up by delivering your customers even more content matching their interest. DemandScience also checks for intent signals that signify a desire to purchase. When you pass the resulting leads onto your sales teams, they can approach your leads more effectively which then increases the chance of closing the sale.
Another way to enhance CX is by personalizing your touchpoints. With DemandScience’s PureABM you can pinpoint the audience you defined by channel and platform. You then showcase the ads appropriate to their curiosity and preference to start them on the road into—and ultimately through—your sales funnel.
4. Track your campaign performance.
Finally, you need to track the performance of your campaign to ensure your efforts at enhancing the customer experience are making a difference. It can be as simple as comparing sales numbers and conversions prior to the changes you made. It would be far more efficient, however, to conduct split tests of the content you put out or the approaches you take when communicating with potential leads. That way you can apply the highest-performing content and outreach techniques to your customer experience in sales on the spot.
Improving your CX is a surefire way to attract more customers to your brand, make them want to purchase, and even sell your brand to others. The key is to know who your audience is and to provide them with a personalized experience. Just make sure your overall assessment of the improvements you make to CX are based on data, so you can more accurately gauge what needs changing. Want to transform your customer experience in sales? Talk to us today and we’ll be more than happy to help you out.