Developing the 21st       century workforce                       TM                            Owning the                ...
Owning the Customer Experience         ORGANIZATIONAL SUPPORT
In today’s tough environment,what the customer feels —the unique, positive emotionsengendered by a skilled anddedicated as...
Let’s examine this concept of Owning the Customer      product sellers - or friendly visitors. The aggregationExperience. ...
Own the Customer ExperienceOwning the customer experience is a salesstrategy whose purpose is to acquire newaccounts, grow...
About AchieveGlobal                  In the 21st century, the level of human skills will                  determine organi...
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Owning the Customer Experience: A new view of sales effectiveness today

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Today's customers are not easy to impress. Not only do they want benefits beyond stellar product and service features, they demand efficiency in their interactions with salespeople, a comprehensive understanding of their business challenges and goals. How can you truly own every defining moment of their customer experience?

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Owning the Customer Experience: A new view of sales effectiveness today

  1. 1. Developing the 21st century workforce TM Owning the Customer Experience: A new view of sales effectiveness today
  2. 2. Owning the Customer Experience ORGANIZATIONAL SUPPORT
  3. 3. In today’s tough environment,what the customer feels —the unique, positive emotionsengendered by a skilled anddedicated associate — spellsthe difference between loyaltyand indifference.Customers today…• …are not easy to impress: they want value above and beyond the features of a product or service.• …want a business partner: they want a salesperson who But here is the hard truth: is a business advisor too, who despite all this wonderful understands their industry, their progress over the years, business model, and their customers. these environmental changes• …do not give you much time: still lack one incredibly they won’t give you very much face important element. time (or ear time, or web time for that matter). For years (perhaps decades) we have talked about customer-focus and• …want faster response time: being customer-centric. However, they might want a proposal in 24 AchieveGlobal believes there’s more hours, then won’t act on it for 3 to just taking into account the months. Then, want immediate customer perspective. follow up in 24 hours.• …are global: We propose a better way to sell… they are moving from being multi- owning the customer experience. national to being truly worldwide.As our customers have evolvedover the years, sales hasevolved too:• In the old days, it used to be selling on personality – salespeople often acted as “professional visitors.”• Then we moved to consultative sales. The industry moved from product selling to selling solutions, selling value and selling to business issues.• And lately…it’s been about CRM, web 2.0, clouds and technology tools.
  4. 4. Let’s examine this concept of Owning the Customer product sellers - or friendly visitors. The aggregationExperience. First, owning the experience means of these defining moments is a critical input to howhaving a holistic Customer Relationship Process – the customer makes decisions.one that outlines the expectations that key customersegments have and the activities you will undertake Now let’s get to the crux of the situation, yourto meet or exceed them.  Taking a closer look at the people. Do you have the right people with the rightCustomer Relationship Process, there are dozens of skills, who can own all of your defining momentskey activities driving success, and literally hundreds and ensure they are positive ones?  The first thingof defining moments shaping the customer’s to consider is all the people who have a role in thisimpression of your process, in owning theorganization. What’s customer experience. It Owning the Customer Experience is probably more thana defining moment?Defining moments you think: consider yourare the impressions salespeople, servicea customer forms personnel, marketing,of you - from their installation, delivery,first marketing product engineers,contact, through even the front deskthe buying process, receptionist.  Behindand then in their your customer-facingongoing relationship teams are your leaders.with you and your Leaders are probably theorganization. most critical part to this whole equation. TheyThe bottom-line point are the link betweenis this: An experience the salesperson (andthat produces the service person) and thedesired customer overall strategies of thebehaviors requires organization.both strategy andskills that add value Finally, let’s look at theat every “defining overall organizationalmoment” – that is, support you provideat every opportunity to your leaders and ORGANIZATIONAL SUPPORTfor a buyer to judge salespeople. Are you setyour organization. up in a way which helpsDepending on sales, service and leadership behaviors, or hinders your people when they try to execute? Thethat judgment could be positive, neutral, or negative. level of support organizations provide to their salesAn unbroken sequence of positive defining people is directly related to their level of success.moments is the hallmark of extraordinary The two support activities that AchieveGlobalcustomer experience ownership. research reports having the most influence on sales performance are sales training and coaching. Other So, the key is understanding where and when these support activities that are important for driving salesdefining moments occur and figuring out how to include the effective use of metrics and dashboardsmanage them proactively. Your people need to own the to manage sales, a Sales Force Automation toolexperience rather than leave it to chance. The balance that streamlines the selling process and providingof how all these defining moments add up is what leads resources to help sales people research customers andto customers perceiving you as trusted advisors - or their markets.
  5. 5. Own the Customer ExperienceOwning the customer experience is a salesstrategy whose purpose is to acquire newaccounts, grow current accounts, andretain profitable accounts. To begin, youdefine the customer behaviors you want.Then you design a replicable sequenceof positive defining moments that bringabout those behaviors. What powers customer behaviorsis productive sales behaviors, whichleaders encourage by selecting the rightsalespeople, assessing current salespeople,and providing coaching, training, andother forms of support. Equally centralto this strategy are the positive definingmoments created by service staff. Thisstrategy works only if all involved havecore service skills, appropriate sales skills,a firm grasp of their role, and a direct lineof sight to customer expectations. None ofthis is possible without strong leaders, whoset expectations and align all systems tothe overall strategy.This nitty-gritty mapping of strategy helpsyou truly reframe your focus by aligningall systems – and everyone’s understandingand day-to-day use of those systems – tobuild and animate your unique versionof “owning the customer experience.” Byfocusing maniacally on a positive customerexperience, you insulate buyers fromcompetitors and promote the long-termhealth of your brand.
  6. 6. About AchieveGlobal In the 21st century, the level of human skills will determine organization success. AchieveGlobal provides exceptional development in interpersonal business skills, giving companies the workforce they need for business results. Located in over 40 countries, we offer multi-language, learning-based solutions—globally, regionally, and locally. We understand the competition you face. Your success depends on people who have the skills to handle the challenges beyond the reach of technology. We’re experts in developing these skills, and it’s these skills that turn your strategies into business success in the 21st century. These are things technology can’t do. Think. Learn. Solve problems. Listen. Motivate. Explain. People with these skills have a bright future in the 21st century. AchieveGlobal prepares you for that world. World Headquarters 8875 Hidden River Parkway, Suite 400 Tampa, Florida 33637 USA Toll Free: 800.456.9390 www.achieveglobal.com© 2011 AchieveGlobal, Inc. No. M01377 (03/2011)

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