Science of Sales & Marketing

Customer’s emotional connections are powerful and profitable especially when their is less scope of differentiation, its not just frequent touch points, its require deep understanding of your customers, reminder of your promise and so on strengthen the connection between the brand and customer. What attracts a first-time buyer is often quite different that not just limited to a product or service that perform well and how it meet their expectation. Most of us miss to identify a first-time buyer and their past experience with similar product or service and current need. Apart from great product and service they need intensive care, guidance, support, solution & relationship. Relationship leads to emotional connection, these emotional attributes are trust, caring, respect and dignity that generate good feelings and sense of belongingness that motivate customer’s to spread good word for you and your products. They start talking to their friends, family and colleagues that you and your products and services are the best. Building Emotional Bonds can also help you to retain your customer longer and establishing loyalty that will also prevent competitor attack.

Customer’s emotional connections are powerful and profitable especially when their is less scope of differentiation, its not just frequent touch points, its require deep understanding of your customers, reminder of your promise and so on strengthen the connection between the brand and customer. What attracts a first-time buyer is often quite different that not just limited to a product or service that perform well and how it meet their expectation. Most of us miss to identify a first-time buyer and their past experience with similar product or service and current need. Apart from great product and service they need intensive care, guidance, support, solution & relationship. Relationship leads to emotional connection, these emotional attributes are trust, caring, respect and dignity that generate good feelings and sense of belongingness that force customer’s to spread good word for you and your products and convince their friends, family and colleagues that you and your products and services are the best.

Customers want what they need, when they need, they want a specific solution-probably a personalized service that extends beyond the buying phase and their expectateion. What are the emotions power we need to recognize in our customers especially when they dont like to remember the value just what an organization has done for them? Answer might be they need more value to drive their profit-building loyal behavior and possibly what a specific company can do for them in the future. If we can be able to recoginze their future need and the value of current relationship, we can be able to monitor and comply with those service level agreements from the very beginning. This can be possible if we develop an ability to understand how the customer experience look like from customer-centric approach and perspective.

Most of the CRM vendors and consultants are putting their efforts for inventing terms of customer management to win the race but possibly they fail in some degree to identify the customer’s perception of value and their behaviour approach, for consumers, value is a personal thing; it is what one is willing to give up or trade off in order to acquire the product inline with their buying process, hence it is important to check- do we improve customer relationships from the customer point of view? if we generate feedback about customer experience and drive changes, the customer can share their positive experience to others and recommend a product or service to others that has worked nicely to them. CEM is all about mapping,  improving and delivering valuable experiences to the customer that is the reason you need more information about system errors, performance problems and user behavior in particular situations. You need to identify prospects not from your marketing perspective, nor just from a sales perspective, you should combine both to shape a marketing program to integrate with sales. You need to see your company and your products through the eyes of your customer and collect datas,  feedback and drive changes to gain success in market place.