A sales executive from a national technology firm client once reported that he achieved his sales quota yet the business had zero growth. Our analysis discovered that for every client he brought in, another client was cancelling his/her contract. This is a story we hear all too often and why Sensei’s customer experience strategists included the Customer Development sphere in our Customer Life Cycle practice, as illustrated below.
The lack of connection between pre-sales campaigns and post-sale delivery is a growing problem for a number of reasons, starting with the obvious: most companies don’t have a plan in place to manage the customer relationship AFTER the sale. Profitable customer relationships don’t stop at the sale, but build through the sale towards advocacy. The sale is not the end point of the relationship but rather another equal stage in the customer life cycle.
Sensei’s customer experience strategists analyze and measure the touch-points your brand has with its customers post sale to determine their level of satisfaction with the purchase decision and if the product and business have met the expectation set in the pre-purchase sales process. Next, we measure and benchmark the customer experience to determine which customers are loyal and those who are true advocates. These insights and data points become part of the resources required by both our teams to drive more customers from satisfaction to advocacy, thus fueling the customer acquisition funnel.
When completed, the end result is self-sustaining customer ecosystem that reduces the costs of acquiring and retaining customer and improving customer lifetime value.
The Sensei Customer Life Cycle