Vaishali Gopi
by on October 29, 2018
As a business, it is important that all your functions are aligned to each other so that together, you can all work towards a common goal. This alignment of functions becomes all the more essential in big companies where the operational processes have multiple levels of complexity to them. If your business is still young and you are setting up things within, it is the most appropriate time to figure out how to align marketing, customer support and the sales team to ensure that you get optimal customer engagement subsequently leading to optimal customer satisfaction. If you manage to crack this, you will have a bunch of happy and well satisfied customers who are more than happy to do business with you and also to recommend you to others. How to get all your teams together? First things first, start off by having one common goal for everyone to focus on. In most cases, this goal is to aim for the highest level of customer satisfaction. Once the entire team is aligned to this goal, this intent needs to be channelized further, into the execution phase. Let us look at the 3 main areas of operational alignment that you should focus on. 1) Aligned Customer Experiences Let us understand one simple thing. Your customers do not care how big or small you are or the processes you follow. The customers care only about one thing – themselves. They want their needs catered to and their problems solved. If customer engagement is not in sync with all the requisite teams, it will definitely have a negative effect on the perception of your business in the consumers’ minds. To create aligned customer experiences, it is vital that your customer views your company as one single entity. Each of your department should focus on elevating your customers’ experiences to the next level. The way your customer service team assists the customers, the way in which your products/services are presented should all focus on portraying your business as a unified, ethical business focused on fulfilling the needs of the customers. 2) Integrated Workflows and Processes To create aligned customer engagements, there has to be coordination among the different departments in your organization. It is important to integrate internal processes and workflows for the same. While it may be easy to let the marketing team brief the sales team and let them handle the customers, it might not always work. It is important that all the employees contribute to the elevation of customer experience. If all your workflows and processes are augmented around the customer, you can easily figure out where the gaps are and address the same. 3) Support management decisions with data In a growing company, many times, it is difficult for the management to decide where to invest. Should you look at staffing or technology or processes or something else. If you invest and grow in one function (for example – sales) without equally growing in the other function (for example – customer support), then you will definitely take a hit in customer satisfaction. Alignment of different business functions allows you to evaluate the available resources, see where there is a crunch, where there is excess and accordingly take remedial action. It is important to ascertain that all the functional metrics are kept aligned to increasing customer engagement and providing customer satisfaction. If you successfully align and integrate your business functions to focus on one common goal, you are sure to see rewards in the form of – 1) Customer Retention Once your business is working towards the common goal of customer satisfaction, the brunt of it does not fall only on the customer support team. If the expectations of the customers are set right and the product delivers upto the expectations, there is no reason why they should be unhappy. They will buy from you and not move to a competitor brand. 2) Increase in the Life Time Value of a customer It is always more expensive to acquire a new customer. Once they are a loyal and satisfied customer, it is easier to get more business and referrals from them. Happy and satisfied customers will give you more business through referrals. They will also be open to upselling. 3) High quality but low maintenance customer The cost of supporting your customers is directly proportional to the quality of customers you get. If your marketing and sales team are aligned with the common goal of customer satisfaction, they will get in customers with needs that your product/service can fulfill. This results in happy and satisfied customers with low cost of support. To conclude, building alignment in your different business functions like marketing, sales and customer support can help your business elevate into a rapid growth mode. Not just that providing your teams with the necessary support, tools, data and rewarding them appropriately encourages them to work towards the common goal. This in turn can result in profitable, long-time and sustainable customer engagements, thus making everyone happy – your customers, your employees as well as your stakeholders.
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