Sometimes we get so preoccupied with sales and marketing activities and all the associated details that we forget the original strategic goals.
The basic goal, of course, is to generate and increase sales revenue. But to have sales you need customers. And to have sustained, profitable and growing sales, the best strategy is to develop loyal and lasting relationships with customers.
Therefore, marketing, sales, and customer service activities must be aligned to deliver a customer experience with you, your business, and your brand that evolves from a first-time buyer to a long-term loyal customer.
The customer experience generally evolves through four levels:
1. Satisfaction with price and availability
On the first exposure to you and your business, customers will quickly, perhaps even unconsciously, compare price and availability to their expectations based on previous experience with your competition. There will likely be no sale, and perhaps no second chance, if this minimum expectation is not met.
2. Recognition of higher service levels
The first point of differentiation and the first step in building a stronger customer relationship will be when the customer recognizes that you offer superior service. You can prove it in many ways: faster response to inquiries, easier access, more stock, better prices or terms, better delivery, better warranty service and support.
3. Appreciation of the value of your knowledge and experience
Once basic price and availability needs are met and you have distinguished yourself with superior service, the customer experience should lead to an appreciation of the added value of your knowledge and expertise. This will be demonstrated by applying your knowledge, training, education and product experience to educate the customer and give them the confidence to make better purchasing decisions. You are now building a valuable customer relationship.
4. Connection in values, mission and vision
The final step in building long-term loyal relationships will occur when the client recognizes a common sense of values, mission, and vision in the way both of you do business. This connection will develop over various interactions, particularly when problems are solved together or when they meet on non-business related issues.
The sooner you can meet customer expectations on these four levels, the faster you will build long-lasting and loyal customer relationships.
From the chatterson
© February 2008