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Delve into an Engaging Approach to Customer Experience & Loyalty
A customer's affinity with a brand can be measured by looking at how much they like, trust or respect the brand.
There are two main components of customer loyalty:
1) Attitude towards the brand/product/service - this predicts future behavior.
2) Behaviors exhibited towards the brand/product/service - this predicts past behavior.
But some trends in this area have been identified over time. One of these trends is what we call ‘Customer Experience Trajectory.'
Customer Experience Trajectory (CET) is a process that helps you identify and understand the impact of your customer experience on revenue from different customer segments.
The goal is to understand which customers are most profitable, why they're valuable, and what makes them loyal. Let’s understand this a bit more in detail.
How the CET can help Evaluate the Customer Experience within an Organization
Customer experience is one of the most important factors in determining your customers' loyalty and satisfaction. It's also one of the main factors in helping PreSales improve technical wins.
The problem is that there are no clear standards for measuring the impact of customer experience on revenue. Different companies measure this differently, which makes it difficult to compare company performance against one another or against your own performance over time.
Customer experience trajectory solves this problem by providing a simple way to measure how changes in customer service affect revenue over time. You can also use it to compare different products or services within an organization, or even compare different organizations' performances against each other.
A customer journey map is the foundation of the Customer Experience Journey Ecosystem and serves as the starting point of PreSales.
1) The first stage of a customer's journey is captured by the relationship between the customer's perception of value and price.
2) The second stage occurs once customers start to recognize the value they get from your product or service, but don't yet feel any real attachment to your brand or company.
At this point, loyalty starts to develop as customers begin to form positive perceptions about your brand (i.e., “I like that company”). Generally, this happens around 12 months into their relationship with you.
It goes without saying there's a solid value in ensuring PreSales have the groundwork to establish a successful customer journey from the time a lead first reaches out-to-when they convert.
PreSales help customers understand the value of the product and help them determine if it's right for their business.
The PreSales team can be widely split into two groups:
1) Solution Architects: These individuals are responsible for understanding your product, its capabilities and limitations, as well as how it fits into different customer organizations. They can then present their findings in a way that helps prospects understand their needs and why your solution is best suited to meet those needs.
2) Technical Account Managers: These individuals act as the go-to resource for technical questions about your product or service. Their role is not limited to just providing answers but also ensuring that customers are able to implement your solution successfully.
Use the above framework to up your game
Ultimately, defining the different kinds of stages will help you determine your company's key functions and how to prioritize your efforts. Doing so will allow you to maintain focus on the key aspects of your various stages.
And the definition of these stages will give you a sort of guide for what issues are more likely to appear at each stage of your customer experience journey. So you can allocate PreSales engineers to particular stages of the customer journey.
It's not an instant fix for all customer experience problems, but having this framework on hand is sure to be a useful first step in jump-starting your improvement efforts.