Are you intimate with your prospects?
Once you’ve segmented your data, scrubbed it and grouped your prospects in your database, your work is not even close to being done. The next step is to personalize your messages to add relevance and engagement.
Why do some companies buckle under the intense pressures of hyper-growth while others thrive? The answer is that successful Enterprise Velocity companies have an engine, a deep corporate DNA that threads throughout the entire organization. That culture is created and sustained through a commitment to constant training.
Customer surveys are hard to implement and if you do it wrong, you don’t end up with actionable data. Sure, it may be nice from a PR perspective that 95% of your customers get what they expect out of your support line; however, that doesn’t mean they feel any loyalty toward you at all. Giving them what they expect just means you didn’t upset them enough to leave.
Surveys fail for any number of reasons.
There’s an interesting opportunity that you may want to explore.
During my time at Accellos and over the last decade, I saw the market for software solutions change dramatically. We’re seeing new competition, new solutions, new buying patterns and most importantly new growth for the first time in years.
That is why I’m posting this today.
Whether you like it or not, social media has opened up your customer support lines to the world at large. If I can’t get your attention, or I just don’t like the way my support was handled, I just have to put my complaint into a 140 character tweet and add your company’s hashtag. If you’re not on Twitter, I’ll create a hashtag for you.
Millions of examples abound.
Here’s how the game is played:
A while ago I was playing a mens doubles tennis match against a duo that was collectively 150 pounds heavier than my partner and me. The points on our side of the net were won with a lot of running, tight angles, drop shots and finesse. The points on their side of the net were won with blistering forehands aimed right at our faces. I think I still have a mark on my forehead that says “ProPenn 4.”
At the end of the very close match–each set went to a tie break–one of their players said, “That was like a battle of the piano players versus the piano movers.”
That’s kind of like lead nurturing.