There was a really interesting article in the Harvard Business Review the other day around how companies are able to create deeper loyalty with customers through a more connected purchasing experience.The article is essentially a sellers take on the McKinsey buying journey. Even though the buyer might recognize they have a need, which prompts an active evaluation and a moment of purchase, the seller needs to respond differently and understand what is driving the need. If the seller can do this successfully, they have the ability to create more personalized/connected solutions and ultimately create deeper loyalty. To add to this article, I believe that isn’t just about understanding the need behind the buying “trigger." The seller has to meet the customer or the buyer where they are. With so much choice out there the seller cannot take a Field of Dreams approach to creating revenue.So how are we able to do this? How do we meet the customer where they are… all the time? Generally speaking, I believe there are three key ways you can reach your customer where they are today.
So why is all this important and what is driving marketers to need to think through these types of connected communications?
There is no doubt that the changes in customer communication has impacted how we do business today. It is changing the channels we market on and the channels that customers communicate with us on. But this impact doesn’t have to be negative. It depends on how, when, and where we as brands, marketers and sales leaders show up. We at Five9 are focused on finding solutions to these types problems. Our omni-channel customer service platform is designed to scale with your business, support cross channel engagements and to help you reach your contact center KPIs.If you have any questions on how to get started, feel free to reach out and speak to one of our sales leaders today!
With over 15 years of experience in digital media, Paul Cowman heads up the demand generation team at Five9.
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