We’re in the midst of a customer revolution powered by technology. In this new world, customer loyalty is the currency by which companies will live or die. More than ever before, customers are truly in charge.
But with decades of doing business the same old way, how do you transform your “old school” company into a customer company, which puts the customer first?
Here’s a checklist to get you started. Bookmark it, print it out, and hang it on your wall or share it with your colleagues. Use it as a reminder to take these steps everyday to make the transformation.
Embrace the mantra, “the customer is in charge,” and bring stakeholders on board to pave the way to make sweeping changes to your organization, that put the customer’s desires, wants and needs front and center.
Make sure your company’s products and services are connected to the social world. A customer platform in the cloud can do this for you, a platform in which sales, service, marketing and applications, even products are tied together to directly connect your customers through social and mobile applications to your people, your systems—and your business.
Your brand is created by a collection of conversations. Understand where people learn and engage in discussions about your brand. Look at social media, communities, and news sites to hear what they say, see what they want, and determine how to reflect that in your marketing campaigns. This will help you recognize who is interested in your space and identify influencers who can echo your message.
Social media sites like Facebook and Twitter give an opportunity to target your message to the right people and be very efficient with your campaign dollars. Segment your ad campaigns based on interest, needs, demographics, and geography to make it more personal and meaningful.
Create content on your website, social media, and in marketing materials that your audience wants to read. You need to join the conversation by publishing content that is relevant and engaging and you need to be able to promote that content from multiple channels across your business.
Keep on top of your customers changing needs by quickly building and deploying apps that engage and impress customers with the right functionality and content in the right place at the right time. Quickly build creative solutions to offer customers.
It’s not good enough just to be a phone call away Today’s customers are eager to ask questions and to be the center of attention. And they participate in multiple channels. The sooner you can solve an issue, the happier your customer. When a customer can access you in real time via social, email, phone or video, they never have to wait to have their question answered.
Collaborating directly in the context of a business task is powerful stuff. There’s a wealth of critical information in your back office systems, whether it’s order status, inventory counts, billing, or vendor data. By marrying that information with your front office sales, service, and marketing activities, your team is better equipped to deliver on its promises.
Customer companies use the cloud to put everything their sales teams need to win at their fingertips. They consolidate information from multiple systems to give reps a complete view of their customers and prospects. Reps easily track accounts, contacts, and opportunities for improved visibility and real-time analytics, and share information and collaborate on deals over their company Intranet.
Help customers help themselves. Existing customers are a great resource of information for potential customers as they’ve “been there, done that.” By cultivating advocates and giving them a voice on social media, you’re not only increasing the effectiveness of your service, you are giving prospects confidence in your company and community. You are creating brand evangelists.
Learn more with our free ebook at the link below and you'll have all these boxes checked in no time.