You know that feeling when you’re talking to perhaps a friend or colleague, but he or she is kind of “not there?” They ask you questions, they might even nod, but when you look into their eyes while telling your story, they’re clearly thinking about something else. How does that make you feel?
Yes, that’s a metaphor for some of the challenges business communication entails. Emails that are irrelevant to some subscribers are sent and information is shared only when the business is ready for it (not when the subscribers are) but, one of the biggest risks of your company becoming that very unfocused friend or colleague is that you encourage customer satisfaction surveys to improve your practices, but the follow-up on this very important feedback you gain is non-existing.
The challenge with customer surveys, or any evaluation overall, is the process (or should I say lack of it) between the sales and marketing teams. Sure, the marketing team can easily put together a form and collect responses, but for the sales team to do an effective follow-up, they need details. Without a proper way of sharing the report of responses with the sales team and with too much manual work to figure out which client said what, the sales team can’t possibly care for their customers in the best way. This, in turn, really hurts the business – it takes up to 12 positive customer experiences to make up for one unresolved negative experience.
Smarter surveys for SuperOffice
The key to bridging the gap between sales and marketing is a tight integration between the different tools the teams are working in. And that’s also why we built eMarketeer for SuperOffice CRM cause we think that the sales team should also know each step their customers and prospects take.
As eMarketeer is basically the all-in-one marketing toolbox, this is where forms are built and distributed. Then, with the help of automations, the marketing team can send notification or tasks to their colleagues at sales depending on how a respondent answered a specific question.
For example, on the question “were you happy with the event/product/service (or whatever it might be)?”, a respondent chooses the “no”-alternative. The marketing team is prepared for this kind of answer and from eMarketeer, it triggers a task in SuperOffice. In real-time, the sales rep is notified of important lead behavior. By clicking on the eMarketeer timeline in SuperOffice, the sales rep can also precisely see what the specific respondent says. That’s exactly what the sales rep needs in order to determine the best way for a follow-up. And most probably with good results – resolve a customer complaint and 70% of those unhappy customers would probably do business with you again.
Don’t be that unfocused friend or colleague that doesn’t listen. Be the friend that takes in feedback to improve your business and customer relationships.
What other tips do you have to improve business to customer relationships?