Omega Blog

Creating seamless transitions to improve customer experiences

Posted on 24 July, 2013

Some companies have very committed sales forces capable of leading potential clients down the sales path, but once customers are handed off to other departments, communication may break down to create frustrating experiences.

Businesses in every industry could benefit from addressing internal transfers and streamlining the hand-off from sales to customer service. Smoothing these procedures could improve customer satisfaction to boost revenue and drive company growth. The Denver Business Journal stated that marketing concepts can be used to improve customer service. Taking the time to explore where problems occur and understand the frustration of patrons gives organizations guidance on where to make adjustments internally.

One area that can have a large influence on customer experiences is the transition from the sales teams to other departments. Valued clients should not be ignored once they complete a purchase, or the chance of a repeat sale drops significantly. To address this, some companies – particularly in the B2B sector – use account managers to ensure services are being delivered as promised. Bringing these individuals into the sales process early could make for a smooth transition for clients. A sudden change in who to contact can be concerning for customers, so addressing these issues with a gradual transfer could greatly improve customer experiences. If this transition is done properly, consumers may not even realize they have been handed off to a different department.

Adjusting marketing material to smooth transitions
The Denver Business Journal noted that tracking various requests can help businesses develop better customer retention programs. As potential leads move down the sales path, they often require different information at distinct stages. Including contact information for customer service centers and other departments in some of these materials would make companies more accessible to clients, the source stated. This principle should also be applied to websites and social media messaging.

CMS Wire reported that understanding how people access sites will determine which information is prominently displayed. Consumers using mobile phones are often looking for different items than those using desktop computers. Optimizing a site for various channels can ensure a better-quality customer experience. Data management tools can help companies determine what items to place prominently within each channel. By tracking what pages users access and where they are in the sales process, businesses can adjust their marketing strategies and boost conversion rates.

However, organizations need to be careful not to change things too much between each channel. The sales process should seem seamless regardless of the channel used by clients, which requires a consistent brand image in all materials. Even after a sale is completed, communications should feature similar designs, wording and images to create a coherent and easily recognizable brand.

Improving customer satisfaction and loyalty is a key driver for company growth, but organizations often fail to dedicate as much time, funding and support to customer retention as they do to other business operations. CEM consulting services, such as Omega Management Group Corp., provide the insight and expertise companies need to help ensure long-term growth and profitability.