Ways To Improve A Customer’s Experience At A Company: Part Two Of Two

Improving Customer Experience Part 2A disconnect between the individual departments in a company can work to hurt sales and eliminate the availability of new business. Money that was spent to improve each sector of the organization is lost when the specific managers don’t work together.

It is the job of the sales management team to ensure that each department is able to work well with other areas of the company, regardless of the specific sector where the benefits will be seen in the business.

There has to be a solid line of communication between the individual departments in order to ensure that this disconnect doesn’t occur. Workers from sales and the delivery sectors of a company have to help each other in the ongoing sales process, according to Heather Kivett, president of Resolution Systems, Inc., a sales training and consulting firm.

If a sale is closed, but the operations and management people don’t prioritize this new business, the effort of the representative may be for nought. When a deal falls through, everyone in the company loses and valuable resources are wasted.

“I’ve got some companies I know of that have a 30 percent attrition rate between when they close the deal and when they install the associated product or service,” Kivett said. “Their clients get so frustrated in between these two points that they pull the deal and look elsewhere.”

The executive noted that this type of issue falls directly on the shoulders of the management team. Allowing for this high attrition rate means that they are not promoting interdepartmental communication, and this decreases the ease with which a sale can be made.

There are critical impression points that exist in the process of a sale. These instances are when the customer has a view into the workings of the company, and their satisfaction and motivation to make a purchase is significantly shaped by these interactions.

Critical impression points exist in all departments, including sales, marketing methods, corporate communications, installation, service and maintenance, followup and customer service. A bad experience with any one of these sectors of the business could lead to the loss of a sale, according to the executive.

The process of a sale is one that should be a continuous buying experience at a very high level for each customer that shows interest. A management team needs to ensure that all aspects of the purchase come together and that interdepartmental conversations occur when a problem does arise.

This is often easier said than done, as there is a level of territorialism that can exist at a company. One department may hold a certain animosity towards another sector of the business, and it is the management team’s job to make these individuals get over petty differences for the potential collective gain.

“Department heads need to work together despite a potential lack of shared interest,” Kivett added.

Managers have to ensure that they have the right people in place, and that these individuals develop relationships with employees in other departments. This can help to increase communication, which in turn, can help to raise the level of accountability for workers when the customer is directed their way.

This is when employees need leadership. People are intelligent, but they need to be pointed in the right direction and told what to do. The manager has to reinforce the learning that occurs at every step of the process to improve retention.

“It is the job of the management team to work to get these people to where they need to be,” said Kivett.