Is continuous customer engagement a dying art?
The sales game has changed with technology. Cloud subscriptions drive new revenue and sales people move at pace onto the next “deal”. But what is the impact on genuine long-term relationships? Who is left looking after the customer beyond the current implementation or solution?
Customers’ expectations have also changed and evolved with technology. And they’re actually willing to pay more for a better experience. According to a 2018 Pricewaterhouse Cooper survey, customers are willing to pay a 16% premium for a better experience. So how can your brand deliver on these expectations and score the better sale? Through a renewed focus on continuous customer engagement.
Continuous customer engagement is about building long term relationships and understanding customers’ priorities, strategies, and direction across their entire business – not in a single use case or application.
Below are 7 strategies to help support improved customer experience and a continuous customer engagement model.
Tip 1: When you get the time with a customer, be present and actively listen — without trying to formulate an immediate solution in your head based on what you have to sell!
Tip 2: Respect the customer’s time. Have a point of view when you meet – do your research before you go, and share customer successes that will inspire action.
Tip 3: Get to know your customer – respectfully. You may have common interests that help build a relationship.
Tip 4: Seek to make valuable connections for customers and for others in your network. You don’t own all the answers to every issue, and you never know when a connection can help.
Tip 5: Continue to add value throughout your relationship with your customer. Continue to educate and provide insights. Is there an article you read or an upcoming event that you think may be insightful or valuable?
Tip 6: Follow up and do what you say you’re going to do. This builds trust and credibility – and it doesn’t happen overnight.
Tip 7: Stop trying to close in the first meeting. Take the time to understand the customer’s processes and internal steps and respect that you’re there to help remove barriers.
Remember, continuous customer engagement is a mindset. It will help build long term, genuine relationships that last way beyond you or your customer’s current role!