The Trouble with Handoffs
Have you ever spent thirty minutes chatting with a support rep, telling them all your hopes and dreams, only to chat in again the next day and be greeted as a stranger? If your answer is ‘yes’, then you have felt the pain of an internal handoff. And if your answer is ‘no,’ then I think you might be lying. The trouble with handoffs is that they are clunky by nature. The very concept of a handoff is rooted in the tendency of organizations to silo. Instead of thinking about how to add value to your customer, you’re busy thinking about making it to that handoff point.
Making sure you’re delivering a seamless experience at every stage in the customer journey means looking at every interaction through the eyes of your customer. What are they thinking, feeling? Then, what can you do to add the most value?
Particularly in B2B, this kind of consistency is critical. Not just to win conversions, but to build trust with existing customers. Consistency and a customer-focused go-to-market strategy will result in increased LTV and turn customers into evangelists.
Brand messaging is the first impression people get from your company. The tone of your emails, ads, chatbots, and website set the expectation for what it will be like to actually interact with your company.
Let your customers know you value them by scheduling time to listen to them and answer their questions. Building strong relationships with your customers will lead to increased LTV through upsells and renewals.
There is a reason ‘personalization’ has become a buzzword. Delivering a truly personal customer experience is the holy grail of B2B marketing, selling, and beyond. As this concept has become widely embraced, it has left no room for the impersonal, blatantly self-serving methods that came before it.