Omega Blog

Enhance customer experiences by examining the sales process

Posted on 20 August, 2013

Having the right sales process can channel potential clients to the correct departments to quickly and smoothly finalize purchases. With effective customer experience management (CEM) strategies, communication is improved at each step to ensure no potential opportunities are missed. This creates a seamless interaction with leads that can boost conversion rates and contribute to higher customer satisfaction.

Unfortunately, many organizations have sales processes that end up costing them business, according to Forbes. The source noted that efforts to improve customer service often create frustrating and repetitive encounters by restricting the actions of sales staff. Potential customers hate repeating their requests as they speak to various individuals within an organization, but that is often exactly what sales processes force customers to do. Front-line employees should have the flexibility to let conversations develop naturally, while also being empowered to help potential customers find the services that meet their specific needs. 

Customizing services to boost conversion rates
Customization enables firms to offer each customer the right products. However, Forbes noted that businesses should be careful how they capture the needed information. If customers are required to provide the data directly, it can create a time-consuming sales process. This is why more companies are integrating mobile applications into CEM strategies. In fact, IT Web stated that mobile integration was one of the leading trends within the sales industry. Not only do devices enable employees to work effectively from the road, making presentations and sharing files while meeting directly with potential clients, but mobile applications allow firms to secure customer data quickly. The digital information can be captured, analyzed and distributed in seconds, letting sales staff provide the personalized service that can drive sales.

The sales process can either limit access to customer data or enable front-line employees to make more informed decisions. The distinction often has a larger impact that most leaders realize. Restricting access to data needed to complete sales can lead to discouraged staff members, which, in turn, creates negative or forgettable customer experiences. When employees have the tools they need to do their jobs effectively, they are more engaged, and this can make the difference between a successful sale and a lost opportunity. Business 2 Community reported that engaged employees provide the enthusiasm that enables firms to close sales consistently. High levels of engagement are particularly important in sectors with long lead times, such as B2B.

Empowering employees to make adjustments based on customer requests can lead to a more effective sales process, but businesses also need to explore the entire sales process to ensure transitions are handled smoothly. CEM strategies should be regularly reviewed to eliminate redundancies, ameliorate confusion and streamline the sales process. A quick and seamless experience will boost company performance and lead to greater customer retention.

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.