We’ve all heard the saying a thousand times; ‘The customer is King.’ But what does that mean for businesses with a sales division and how can you use ‘it’ to develop a better sales channel?
Technical developments such as smart media, social technology and integrated buying make for an extremely competitive landscape. Sales is no longer an isolated function in business, which is why customer engagement marketing has become so influential within the past five years and why businesses really need to look at investing in their customer journey more so than ever before.
Ensuring you provide real-time experiences that meet customers where they are at is imperative.
Whether it’s an in-app purchase tool, geo-mapping technology that shows your product is available at customers’ fingertips, or easy online purchasing navigation, you must ensure you are meeting customer needs even in ways they don’t yet realise they have a need for.
Here we share three key ways you can develop a customer centric engagement strategy for improved sales success;
1. Start a conversation
Development of technologies such as social media and interactive video marketing mean that you have audiences at your fingertips – all you need to do is build engagement to drive sales interest.
Whether you are a B2B or B2C-centric company, you should be striving to deliver a seamless and consistent experience across all channels and touch points to customers, whether it is an in-person interaction at a store, a mobile device interaction, a phone call, a tweet, or an email.
2. Provide Real-Time Benefits
Prospects want to experience personal sales journey when dealing with organisations;
For example, public transport is not often seen as a delightful customer experience, but Virgin Trains recently launched a campaign which was based on creating a new and innovative way for train travellers to connect and engage with the brand, before, during and after their journeys, making train travel an overall more pleasing and exciting experience;
They first launched their new website which was in direct response to extensive customer feedback. Not only does the website incorporate customers’ requests, but it now also integrates a new interactive video-campaign, including a witty series of animated videos in order to shed light and inform travellers on an array of queries and answers for their journeys – from how to travel with bicycles through to the types of tickets offered.
3. Anticipate and Act
Modern technology improvements mean that brands can now integrate marketing tactics such as video, and extend this into a seamless integration with sales measurement.
In essence, what this means for customer engagement is that their ‘journey’ becomes slicker and more engaged within the brands they are purchasing from – and, as a result brands can convert to a sale at the maximum point of engagement, increasing ROI.