During the last years I realized the relationship between companies and customers has changed. You must have noticed as well. Today, it is no longer enough to offer products and services with great quality. Companies, nowadays, need to create exceptional experiences, shaping their outputs is such a way that guarantees these outputs are aligned with the needs and wants of the client.
A recent study shows that this is, in fact, the key to success: according to the research 58% of companies that have greater profits than their competitors apply the customer experience model.
But, what does that mean? It means that to set apart your company from its competitors and to gain market share, one should aim to go beyond expectations and focus on add-ons that generate more value for the output. An example, that especially applies to B2B companies that offer complex products and services, is to include customer support, so that the client is fully aware of the solutions’s real value.
Although the concept is fairly new, I have embraced it since the 90ths. It has been part of my strategy, and so it is routine at Quatenus. Let me explain why.
When a client isn’t ready for a highly complex solution
From the start of my career, back in Portugal, I worked with companies that always offered customer support and post-sale training. This helped me understand how crucial such actions are, even more so when dealing with technology.
At the time, I sold computers, operating systems and other softwares to companies. On the other hand, my client’s employees were not able to use these modern working tools. Hence it was not enough to deliver the product and expect the client or his employees would be able to decipher all the tool’s features. It was necessary to offer training to the teams so they could achieve the long aspired results.
The innovation I proposed wasn’t all about the technology and the machines. At its core was the holistic service that was provided with specific training, thus bringing to the client that extra value. By giving the client that much extra attention, by helping him to be fully aware of his purchase features, he would be more confident in his purchase decision.
“Adequate training is the key to the product and one of the best marketing tools a brand can have. Inevitably, if you are able to help your client in this journey, and offer a good usage experience, he will recommend your company”.
Proper training generates good results
This means that if your clients are happy and trust your company, they are much more likely to promote it. Furthermore: if you go beyond their expectations you will keep your customers for much longer. This is how great retention rates are reached, this the the secret to not losing customers to your competition.
B2B Companies should be partners, guiding the client so he reaches the desired performance he had aimed for when he bought the product. This is the only way he will be able to make the most from your solution.
In the end, it does not matter how well a product is designed, if the client does not receive training he will not be able to use it to the maximum potential. Here is where clients drop-out, and this is, clearly, what we aim to avoid.
If you are interested in knowing more about this subject, I suggest you take a look at free manual by Mckinsey Quarterly The CEO guide to customer experience.
I hope this short article has inspired you to enrich your customers experience. I remain at your disposal should you wish to discuss the subject further.
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