sales success use the customer

Customers are the reason we are all�in business.�The customer's reaction to your brand dictates success or failure.�And since nobody actually seeks�to fail, it pays to know how your customers experience you, �your company, your product and your brand. Conventional�customer-satisfaction surveys have�limitations;�they tend to assess isolated pieces of the overall experience, and might very well neglect what happens before the sale or during it.�Here are five SMART Tips for evaluating�your customer's experience and�using it to acquire more customers.�Tip #1:�It's the Customer's Viewpoint, Not Yours.�You've got to know what the experience is like from your customer's perspectiveincluding the good and the bad.�Too many companies have faltered because (a) they didn'tobtain the 'brutal facts' from their customers and/or (b) once they got those facts, they couldn't deal�with them.Tip #2:�The Brand Experience Starts Early.�Customers are exposed to information about you and your business long before they achieve 'customer-hood.'�Find out if your branding sends the right messages to the customers you want to attract and retain.Tip #3:�Make the Customer's Experience Consistent and Continuous.�Sales is only one Customer Touchpoint.�The sales experience should seamlessly follow the marketing experience, and seamlessly lead to post-sale service. Disconnects and differences in values, ethics and behavior are no-no's.�If you treat prospects like stars, make sure customers get the same treatment, or better.Tip #4:�Every Point is a Customer Touchpoint.�The customer's experience is affected every time they experience your product or service.�The receptionist, the service tech, the inside sales rep, the fulfillment house, the chambermaid, the busboy - all impact the customer experience.��What would you need to know, in order to know it was the right experience?Tip #5:�Know What's Going On at Every Touchpoint.�Don't take it for granted that the whole scheme works as planned.�Set up realistic performance indicators, track them, report on them, and analyze them.�Finally,�face the brutal facts.�Welcome the unwelcome, and work with it.�Even if the feedback is uniformly rosy, keep digging.� There is always room for improvement.

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