The importance of customer
experience tools

ferramentas customer experience

customer experience tools

Opinion article by Nuno Figueiredo, Board Member, Sales & Marketing at Abaco Consulting, for ITInsights: [PT Only]

We live in totally atypical times, with new experiences, new searches and new habits, in which more and more, any product or service made available to the Client has as main objective to provide them with a memorable experience

As well as, more and more, online and offline spaces tend to mix, leaving the traditional borders no longer exist, because the important thing is that the contact with the Customer is valued, whether by internet, telephone or even in person. This care and attention to the consumer may be what differentiates a company from its competitors.

According to a Harvard Business Review study, 40% of customers say they would no longer be loyal to a company or brand with which they have had a bad support or service experience. Thus, providing a differentiated and excellent customer service can have a very significant impact not only on customer satisfaction, but also on customer retention and loyalty. Having said that and driven by technological evolution, many companies have started their digital transformation in search of new forms of relationship with their customers, since they are increasingly demanding and looking for new experiences.

In this way, it is here that Customer Experience begins to gain prominence since it makes it possible to develop various buying and selling experiences, which increase loyalty rates, which makes investing in this concept a priority. But, for that, it is necessary that organizations bet on integrating the right tools so that they can obtain the results they aspire to.

However, the biggest challenge for companies, which have their sales process supported by fragmented and / or unsupported tools in the most correct way, is wanting to radically change their software base to cutting edge tools. Much more than the question of technological development, all Customer Experience projects, to a lesser or greater extent, are Cultural Transformation projects. If companies make an intelligent management and articulation between the implementation of technologies with the necessary time that users will need to adapt, the probability of success of the Customer Experience project will be greater.

For example, one of the points that raise the most difficulties for these Sales Executive is access to data. Between 40% to 60% of his time is devoted to “non-sales issues”, namely: bureaucratic issues and customer assistance, which are issues that are not related to business development and have no direct relationship with the customer. In this sense, how can you shorten this time and increase the time he has available to talk to the customer? The interactions that generate sales are always based on data. If the company is able to provide Sales Executive with adequate information in a simple way, within the CRM, the whole process will be facilitated, but first it needs to explain to you how the tool works.

But, how does he know what his priority of the day or week is? It is through information. If Sales Executive has a pipeline in which 90% of opportunities are stopped, it is because it is unable to respond to the volume of work it has. In this case, he must stop prospecting immediately and give priority to the opportunities he has in his portfolio. As he gains or loses opportunities, he starts to have room for new prospects. If you are unable to interpret and have an easy and quick visibility of the funnel and need to search for information in multiple tools, it will lose motivation, since all the data you need is dispersed across several platforms.

If collecting information requires investment of non-productive time, that is, that does not help to close deals and break the flow, there will be enormous resistance on the part of the Sales Executive. If, on the contrary, he can know, with a few clicks, which customers he has to focus on in order to close deals and be able to quickly see which opportunities are in progress or generate new ones, he begins to understand that CRM is useful for their work and that it is better to use this tool than several decentralized ones.

However, how do you think about implementing CRM? First, it is necessary to assess the process, the tactical and organizational level, and then the indicators are generated. Instead of thinking about the Sales Executive experience, one should think the opposite, what will be delivered to him so he can decide to use CRM in his day-to-day and understand the utility of the tool and how it will help him sell. If, throughout the project, you understand that the use of CRM will not overload your work until, on the contrary, it will help you to increase the speed and / or sales volume, the adhesion is guaranteed.

On the other hand, there is no point in thinking about the Sales Executive experience and forgetting the back office. It is not enough to put CRM to work and consider that it is enough. Because it is not. This does not correspond to reality, because the day-to-day of the Sales Executive will continue to depend on the various departments, such as finance, logistics, among others. For example, in e-commerce, 50% of phone calls are about the status of the order and where it is located. If we became part of the platform, and it sent customers the status of the order or made it possible to consult the order traking, probably the 50% of calls would drop dramatically to a residual number. In this way, with a Sales Executive exactly the same thing happens, calling regularly to the various departments because they do not have access to relevant information. That said, this situation is easily resolved if companies use their day-to-day tools, with tools that really increase their performance, without forgetting the back office.

And has your company started the digital transformation process?

customer experience tools

customer experience tools

Leave a comment

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.