Your marketing generates successful new leads? Your newsletters arrive well in the target group? But still contacts break up and the hoped-for business deals do not materialize?
Many companies are characterized by a functional division of labor. Marketing is responsible for lead generation. The sale ensures graduation and the customer service spoon the soup out afterwards. Each area does a good job on its own. But the customer often experiences it in a different way:
In the online form of the automaker, the brochure is downloaded and the desire for a test drive clicked. But the prospect never hears again about this car brand. In a world where products are becoming increasingly interchangeable and valuations are the currency of tomorrow, no company can afford it.
Away from departmental boundaries – towards the customer
Therefore, it is necessary to leave the departmental view and to put yourself in the position of the customer. A good tool for this is provided by the Customer Journey Mapping. In the first step, the buyer personas are defined. So all people involved in the purchasing process with their desires, yearnings, but also benefits from the product or service offered. In the second step, all touchpoints are identified with the company including the communication channel. It is also noted with which employees in the company the contact takes place. The third step considers the emotional significance for the customer for each touchpoint. As a result, you will find the points relevant for the customer on the customer journey. A special focus is on the touchpoints of high customer value.
Customer Journey Mapping results in a process overview from the first contact on the website, through a consultation with a salesperson, to a request for product use in customer service.
The prevailing system landscape in companies
In many companies, employees work with x different applications. Customer data is in the ERP system, in the CRM system, in Excel lists or Outlook contacts. No one really knows which contact data is currently up-to-date. Accordingly, the customer is also treated differently.
In addition to the consistency of the customer journey, the consistency of the systems is also required. Nobody can ask the user to enter data in multiple systems. This is prone to error, costs time and is resource waste. Clever interfaces are needed. Otherwise, the requirements of the General Data Protection Regulation (DSGVO) can not be implemented (right to delete, right to information, …).
My dream: The Customer Satisfaction Team
According to the study “Think Act – The Digital Future in Sales” by Google and Roland Berger, 57 percent of the shopping process has already been completed before a decision maker first contacts a sales representative. So if you are not found online, is excluded from the further purchase process. So finding relevant content in the relevant audience is a prerequisite.
Now it has to be possible to get to know the unknown website visitors. In the B2B area, B2B Website Tracking can be a data protection compliant way to identify the history and duration of a business on its own website. This information is automatically transferred to CRM via an interface and begins the qualification process.
The other possibility is the exchange of relevant content against contact data and consent of the advertising approach. Lead marketing automation solutions master this technique perfectly. But not every interested person stays with the email communication. Some people are so excited that they simply call the company.
Therefore, it is necessary that this information from the lead management solution is transferred directly into the CRM software. This is the only way for the sales staff to continue to provide qualified support for this caller. Anyone who downloads an e-book on the subject of “Introduction of a CRM Software” has sent out an important signal that he is dealing with the subject intensively. The office staff can now meaningfully offer a presentation.
In CRM, every action in the lead management system is logged in the contact history: When an email was sent automatically. Whether the recipient has opened the email. Which links were clicked on etc. It is important to define which behavior in the lead management system, which action triggers for whom in the CRM system. For example, downloading an e-book could trigger a followup email link in lead management. However, when the recipient clicks on the link to the product video, a call is automatically triggered for the responsible sales representative to actively present a product presentation and advise the customer.
And then it does not matter what the department is called. We want to satisfy customer needs and inspire customers. Whether in presales, sales or customer service.