Accelerating Growth with Customer Feedback
The habits of people buying things had shifted in personal shopping decision making and that shift impacted business buying decisions as well. This new learned behavior, conducting your own research online and becoming your own expert, changed what is considered a “trusted” information source and redefined how people make purchase decisions.
Are Your Customers “Lost”?
Today, for a lot of companies and sales teams, there’s a gap between what they think the buyer wants and does, and how the buyer actually behaves. This gap creates bad or incorrect behaviors for the sellers, and creates friction and poor experiences for buyers.
Why I Broke Up with Evernote After 13 Years
As subscription business models continue to expand I believe it’s time to pay more attention to the subscriber’s experience. Buyer behavior has changed and continues to evolve, but one of the consistent areas that buyers look for is advice on purchase decisions from peers. Since you as a subscription business don’t control that peer channel at all, you have to think through how you can try to leverage that influence channel. A successful subscription business survives long term on renewals, not just new business. Create experiences that encourage customers to advocate for you, or at least have a positive opinion of your brand. Or, said another way, the way you treat your subscribers has a direct impact on your business, positive or negative.
Digital Experiences: Cloud Communication
Most communication tools and access to channels show up in the business’ existing business applications like customer service, marketing automation, etc. The problem with that though, is that in general the communications are siloed to the specific function of the application and can’t be extended across the business. Silo’ed applications with silo’ed commutation capabilities hinder or prevent consistent messaging, consistent channel availability and internal collaboration around a specific issue. The same is true of single communication channel tools as well. When it comes to communications with customers, silos are inherently “bad”.