Exploring the Impact of Customer Experience on Marketing and Sales

How relevant is the customer experience to your marketing and sales initiatives? According to 64 percent of consumers, CX is more important than price.

Let that sink in for a moment.

Person looking at their phone.

While your marketing and sales departments are debating which deals will help your bottom line, your competitors are stealing your customers.

Roughly 57 percent of customers say they'll leave a brand because a competitor offers a better experience.

Needless to say, 76 percent of consumers expect companies to understand their needs and expectations.

Thus, it just makes sense to review the impact customer experience has on your marketing and sales.

CX Can Increase Your Sales

Let's cut to the chase; customer experience, when done right, can add to your bottom line. We find that it can increase revenue by 5 percent to 10 percent while reducing your costs by 15 percent to 25 percent within two to three years.

Based on the data, you can see that consumers mean what they say. They're going toward the brands that are delivering better customer experiences.

How can your salespeople deliver on this?

Taking the data you gather about your customers, you can learn about their most common problems, objections, and desires. You can then flip this around by equipping your salespeople with resources that educate and advise prospects in these specific areas.

The only way to produce this value is to work together with your marketing department.

The Role of Marketing in the Customer Experience

Person typing on their phone.Your salespeople are responsible for talking to prospects that marketing drives in. Marketing does a lot of the heavy-lifting by weeding out unqualified leads.

For instance, ads, blog posts, videos, and social media campaigns are all geared toward a specific group of people. With the data collected from these campaigns, your content marketers can tweak content to appease your target audience better.

What happens once the audience contacts your salespeople? Your marketing team needs to communicate with sales to see what questions or concerns they have that can stall them from making a purchase.

Providing sales with scripts, guides, videos, and training materials can help them to close more deals. In the process, you're giving prospects a better experience. All of their questions are answered in a clear, concise, but thorough manner, and they get all the information they need to feel confident in closing the deal.

How to Enhance the Customer Experience

A positive customer experience begins at the top of the customer's journey. Creating content for every stage is vital to the experience they have with your brand. If you can answer questions and, more importantly, meet their expectations, then they'll continue through the funnel.

You'll need to A/B split test your strategies and take a deep dive into the data to perfect your campaigns. The more personalized you can get, the better. Personalization plays a significant role in CX because consumers expect companies to understand them.

Your marketing team should be careful not to display irrelevant content to customers. For instance, avoid showcasing info that doesn't pertain to their region or offering coupons or suggestions on products that are unrelated to their buying and browsing habits.

Finally, when it comes time to resolve problems, there should be a clear path to resolution. For instance, you can offer a self-service help desk as the first engagement, then a chat system if they can't find a solution. Lastly, there should be an easy way to get in touch with a live human when all else fails.

You Can't Ignore the Customer Experience

Doing so will only bring your marketing and sales to a ruin. It's expected that by 2020, the majority of purchase decisions will rely on customer experience. By ignoring CX, you put your sales and revenue at risk. You can forget driving leads through your marketing campaigns. With no leads, your salespeople will struggle to reach their quotas.

You need a clean, enriched database that contains valid information on your customers if you intend to provide great customer experience across the board. A data management system is a good start, but you also need marketers who can use this data to grow your bottom line. Learn about the new shortage of data-driven marketers and what you can do about it!

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