When it comes to choices and information, the customer has the upper hand! Not only do they have a lot of choices of who to do business with, they have huge amounts of information available. They even have the ability to alter perception about your company through reviews and social media. Before the first phone call all the way through the lifetime of your company’s relationship with the client, you need to create a CX (customer experience) that makes your company’s product or service irreplaceable in their hearts and mind.
Is price all that matters?
There will always be customers who make decisions solely on price. Creating added value for your clients that they aren’t getting anywhere else, will help you gain and retain more clients. Sounds like a tall order, but it doesn’t have to be. Is this you? “I already have the lowest price or the newest/best product. I can easily keep winning and retaining customers.” Unfortunately, there are not a lot of obstacles for other companies to duplicate that model. This makes it hard for you to sustain being unique or the lowest price. Do you want the pressure and logistics of constantly winning new business to replace customers? Lost customers are a drain on the company and certainly hampers growth! Ask yourself, “ Does our customer experience make us essential to our clients or are we easily replaced and expendable?”
Assuming you have good products or service and fair pricing, how do you differentiate your company? How do you sell new business and garner customer loyalty? The short answer is positive CX (Customer Experience). CX is more than just best practices, it is a necessity. From leadership on down, everyone needs to buy into the CX mission. Each touch with your company forms an impression in your potential or existing customer’s mind that will stay with them. This will affect their decisions throughout the sales process and ongoing relationship with you.
Planning your CX
CX requires big picture thinking to map out the right fit for your company. For starters, put yourself in your customers’ shoes and walk through your current process. Remember, this process starts long before you even talk to the prospect the first time. Whether it’s B2B or B2C, there is a lot of impressions of your company being absorbed by prospects before you ever have contact with them. Your marketing material and social media needs to reflect what your prospects want and need to know. Forget about what you want to tell them. Don’t make it hard for them either. Customers have the ultimate power to ignore, click off of and delete anything that does not fit what they need at the stage they are in at the time.
Great CX requires finding the right talent and is an ongoing commitment. Training, coaching, assessing performance, terminating poor performers and improving processes is the new normal for companies that want to start creating the best CX. Think about companies you love to do business with. Why are you willing to buy from them again and again? Most likely, you are loyal because of CX not price. They have proven to be worthy of your trust, made buying convenient and have supported you when you needed help. Your goal is to emulate that experience for your prospects: create a sustainable, cross-functional sales process that gives your prospect value at every stage of the relationship.
Hire the best people possible
Partnering with a CRA (Consumer Reporting Agency) with the services you need to fill in your HR gaps can be an economical solution. The right CRA partner can help you recruit, integrate your system, perform background screening, provide education and license verification, drug testing at convenient locations, and support throughout the process. Feel confident that you are bringing the best hire into your company by having done due diligence both legally and ethically for your employees and customers. A professional CRA partner pays for itself by avoiding costly hiring mistakes. For a free consultation or more information, contact Genesis Background Screening Services at 866 944-0041 ext 101. Online, email or visit www.genesisbackgroundscreening.com. You can sign up to be emailed whenever we post a new blog at https://genesisbackgroundscreening.com/subscribe-to-the-blog/
Genesis Background Screening is not a law firm and provides our blogs for informational purposes only. The blog is not a substitute for experienced legal advice. Research any laws or regulations mentioned here, check with your legal counsel if you have questions and to confirm your organization is within the law regarding compliance.
Jacqueline McClure, Genesis Background Screening Services