How many employees do you have in your business, including yourself?
How many of those employees are salespeople?
There’s only one correct answer to the second question… “all of them!”
Every single member of your organization is part of your sales team. Your customer service staff. Your quality control department. Your secretary. And yes, even your bookkeeper.
Because every step of your customer experience is part of the sales process.
If a customer calls with a complaint or a question, the way that your customer service team handles the inquiry will often determine whether the individual remains a customer – not to mention how likely he/she will be to recommend you to a friend or family member.
When a potential client calls your office to schedule a meeting with you, the way that your secretary handles the process is very important in creating a great first impression.
And even employees who never deal with customers, such as a bookkeeper, have an important role to play. They must understand that the first, and most important, job of every team member is to provide an excellent customer experience. This understanding ensures that they will interact with you and the rest of your team in a manner that is as supportive as possible of the mission.
What should you do with this information? Here’s one idea, create a “customer experience map” that traces customer interaction with your business , starting with the first contact. In many cases, the first entry may be “website visit” or “phone call with sales team.” Continue to list the interactions that take place, through the sales process, into fulfillment and with the assumption that the customer will need to call your support team at least once.
When you’re done, you’ll have a list of every “touch point” your business has with a typical customer.
Now, ask yourself this question: would a customer consider every single interaction as a great experience? If so, good for you – you are way ahead of the game.
In most cases, there will be interactions that aren’t so “great.” It may be dealing with customer support. It might be interacting with your accounts receivable team. It may be trying to navigate your website.
Identify the areas that need improvement and get to work. Remember that every interaction has an impact on your customer relationships and therefore, that every member of your team is a salesperson!