Are you familiar with inbound marketing? If yes, then you must know the popular phrase – “Attract, convert, close, delight.”
All these four phases dictate the ability of the business or brand to go beyond set expectations. If you fail to do that, your voice will be swallowed-up by zillions of similar voices, all scrambling for a little bit of attention.
Exceeding expectations through Inbound Marketing
In Inbound marketing, you are basically trying to drive customer interactions based on different forms of content – blogs, articles, videos etc. This helps you to convert them into opportunities. The “attract” and “convert” parts could be the responsibility of your marketing teams, while your salespeople are accountable to “close” the deal.
Then comes the ‘delight’ part. Typically the customer service representatives take charge of this particular part. But if you think from a greater perspective, customer “delight” is everyone’s responsibility in an effective inbound marketing strategy. Hence, the entire system is geared towards achieving customer delight.
The above process can only be possibly accomplished with a holistic and organized approach towards customer service.
However, before going forward, let’s explain why customer delight is so critically important.
Significance of customer delight in your business
Now we are living in a customer-centric era, where everything depends on customers’ demands.
Here are some quick statistics that show you the importance of a happy customer in determining your company’s fate:
- 78% of customers have bailed on a transaction or not made an intended purchase because of poor service experience. [Source: American Express Survey]
- 70% of the buying experience is based on how the customers feel they are being treated. [Source: McKinsey]
- The average annual value of each customer relationship lost to a competitor or abandoned – $289. [Source: Genesys Report]
At present, it’s pretty easy to share customer experiences among thousands of similar platforms. At any moment, an unhappy customer can share their one bad review on social media that could spark a viral movement.
Any of these online platforms may significantly affect your business. Remember, the news of bad customer service reaches more than twice as many ears as praise for good service experience [Source: White House Office of Customer Affairs].
That’s why it’s even more essential than ever to create an excellent experience, exceeding customers’ expectations to create the ‘delight’.
But the fact is only 37% of brands received good or excellent customer experience index scores, whereas, 64% of brands got a rating of ‘ok’, ‘poor’ or ‘very poor’ from their existing customers [Source: Forrester Research].
Apparently, most of the companies are not getting expected results from their customer service. In order to identify the ‘black spot’ behind the poor performance, you need to rethink your customer service strategy once again.
Provide personalized service: Make them feel special
Customer service is no more restricted inside the four walls of the call centre room. Now you can deploy customer service as a marketing team strategy.
While contacting your clients, make sure to remember their names, personal details and your previous conversation history with them – refer to their last purchase and ask for the feedback. All these small factors will help them feel more ‘at home’ with your business.
However, it requires thorough research on customer background and a systematic track of the customers’ behaviour and purchase history. With a customer service CRM system, you can showcase the full customer details, making it easily accessible and comprehensible to your employees.
The marketing team can start utilizing the CRM dashboard and get useful data from it. Gathering valuable insights from the data, they can offer their customers personalized service to make them feel even more special.
For example, you can deliver automated mail offering special discounts on female products to your female customers on International Women’s Day.
Likewise, you can send seasonal greetings and messages on a special occasion. This could help you leverage higher levels of engagement with prospective customers.
After building your customer database, you can automate the follow-up interactions with the service CRM platform.
Aim for a long-term relationship: Follow-up even after the closure
B2B organizations have to face a slightly different scenario. Dealing with a logically-driven client is even more difficult than approaching a community or a market segment.
It is apparently clear from the first chart (that shows the process of inbound marketing) that the course of ‘customer delight’ starts right after the ‘close’. So, you need to be more efficient about your after sales follow-ups.
Following up during the sales process is quite different from following up after the close. Whereas giving a phone call or a reminder mail to complete the purchase process shows your level of efficiency, similarly, keeping in touch with your client even after the purchase ensures long-term relationships.
By remaining consistent in your messaging, phone call and email, your clients will learn what they should expect from your company in the future. That is how you can generate a strong base of loyalty among your customers.
CRM system gives you the opportunity to set up reminders for pre and post sales follow-up calls/emails/meetings. Apparently, that makes the entire marketing process easier and smoother.
Sales revenue is the motivating factor for many small, medium and big businesses. Delighted customers will deliver higher lifetime values that bring a big difference to your sales turnovers.
While planning an inbound marketing strategy, keep in mind that the customer delight is definitely different, rather higher than customer satisfaction. If you want to achieve it, you need advanced tools and technologies that support your entire team.