The secret to acquiring more customers starts with not pissing off current customers, and that starts with having a culture of happy and engaged employees, who deliver an excellent customer experience.
It doesn’t feel like Americans agree on much these days. But there is one thing that “we the people” can agree on – we want a great customer experience. And businesses want to acquire more customers. One doesn’t happen without the other.
The sales and marketing regime can only take you so far. Many organizations think that the secret to acquiring more customers is to collect as many prospective leads as you can, warm them up, and let your sales team sell. But there is a secret to acquiring more customers that you won’t find in a marketing or sales blog.
The secret to acquiring more customers is…creating a culture where your employees enjoy going to work. When your employees are happy, your customers are happy.
How? When your employees are happy at work, they put in the extra effort to create an excellent customer experience. They are more innovative. They share more ideas and concerns. They are more proactive in solving customer problems. They provide better customer service. And they become your brand’s biggest advocates.
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All the sales and marketing tips in the world aren’t worth squat if your employees could care less about providing an excellent customer experience. Engagement drives customer service excellence. When your employees are happy at work, they provide a better customer experience. A better customer experience means your customers are more likely to refer you to their friends and family. This reduces your customer acquisition costs, enhances brand loyalty, and it creates return customers.
About Scott Span, MSOD, CSM: is CEO & People Strategist, Communications and Change, at Tolero Solutions. He supports clients to engage and retain talent and wow customers, achieving success through people, creating organizations where people enjoy working and customers enjoy doing business.
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