What?! We have all embraced the traditional sales funnel for so long. Why would we ever move away from that?
At the top of the funnel, there is so much emphasis put on filling the funnel with little emphasis put on the customer. We spend so much time and effort getting that customer, only to let them fend for themselves once they purchase. Some businesses breathe a sigh of relief and high-five each other once that sale comes through, then follow up with the next prospect on the list.
What are we doing to make sure that customer is a mind-blowing success?! Think about it. IF we take care of them as we should, and continue to serve them as we should, they will be advocates and return customers for a long time. The goal? To lower the CAC (Customer Acquisition Cost) and to raise the LTV (Lifetime Value).
Customers have changed
The way they search the internet has changed.
The way the research and buy products has changed.
And, the way they expect to be treated has changed.
Trust in the business establishment has eroded! People trust their peers, online reviews, social networks, etc.
How can we use data to be proactive instead of reactive? Let’s not offer just support, but also enable success.
5 ways to offer customer success
There are different things you can do to help your customers feel the love.
Think about the “sharp edges” in your customer’s buying journey. These are the things that make the purchasing or cancellation process a bit painful. That could be talking to 3 different people for the sale, having to negotiate on price for 2 months, a horrible cancellation policy, etc. Get rid of these sharp edges.
In getting rid of those edges, you may experience some short-term pain. That’s ok. Change hurts a little. Just remember the long-term gain that comes after that.
Multiple is a strategic design firm specializing in brand and digital marketing strategy, consulting, and execution.
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