Coming out of the COVID crisis, your prospects and customers will likely have very different challenges than they did leading into the crisis. In some of our recent social media posts, we talked about the importance of doing another SWOT analysis to take a close and critical look at your strengths, weaknesses, opportunities, and threats post pandemic.
One area that most businesses have immediate opportunity is with the “customer experience” post sale. There’s a gap (that most businesses ignore) between how you feel after closing a deal and how the customer actually feels after signing the contract. As the business owner or CEO, you are celebrating … but the customer feels almost immediate anxiety about whether they made the right decision or not. The longer the gap between them signing the contract and you actually starting work, the worse their anxiety becomes.
Creating (and executing) a customer experience plan to systemize what happens after the sale is an opportunity that most businesses can immediately seize to nurture a customer into a raving fan and referral source for their business. Note, this is not customer “service” — customer service is reactive. This is a customer “experience” — an intentional plan and system that is proactive. A percentage of your marketing investment should be directed here and will surely prove to provide you a healthy ROI when done properly.
A simple way to start is to create a nice onboarding package that is provided to clients as soon as you close the deal. Of course, don’t call it an “onboarding package” — no one wants to be onboarded. It can be a “Welcome Kit”, a “VIP Kit”, or something similar that makes your customer feel welcome, appreciated, and valued. The kit should not ask anything more from the cusatomer right now … they’ve done their part in signing the contract. Now it’s your turn to start performing. Everything in the kit should offer some value or information that is helpful for your customer and will improve their experience (and feelings) working with you.
Some ideas to include in your welcome kit:
- Here’s what you can expect to happen next
- Here’s who to contact if you have questions about X, who to contact about Y, etc. (and how to contact them – offer multiple options)
- Here’s a summary of the service(s) you purchased
- Here’s a timeline for our execution and delivery
- Here’s how (and when) we invoice for our service
- Here’s how you can get the most out of what you just purchased
- Here’s who to contact if you have an challenges or issues along the way – and here’s how quickly you can expect a response (live up to it)
Imagine if every customer started their experience after the sale with something like this… how that might change the experience your new customer has with your company (and how that might impact your bottom line over time).
Your welcome kit is just the beginning.
It’s just part one of the customer experience plan. Next, consider ALL of the interactions you have with your customer, from purchase through delivery (and after), and develop a proactive system that involves communication and appreciation every step of the way.
Raving fans and referral engines are the natural byproduct.
A more profitable business is the result.
If you’re ready to take your business and leadership skills to the next level, and if you think your business could benefit from more insights like what’s offered in this article, let’s start a conversation. LXCouncil may be the perfect next step!
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