July 18, 2019
Actions & Outcomes in Sales & Service
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Getting right to the point: the desired goal and outcome of marketing, sales, customer service and relationship management initiatives is improved and sustained profit.
Profit growth results from retaining valuable customers and cost-optimizing customer service. Valued customers are acquired by the Sales Process, and enhanced and retained in the ongoing Service Process.
Until recently, these outcomes could only be measured after the fact, after the actions, often too late in the workflow to improve behaviors and performance.
But, that has changed. Leaders can now track, measure and reward the accuracy, efficiency, productivity and effectiveness of the sales and service workflow before the actual sale or service result occurs: pre-outcome, during the process. The potential cost-savings, relationship retention, and revenue-growth potentials of these capabilities are breakthrough game-changers for adoptees.
It works with now-available virtual, real-time listening and tracking software technologies. These enable the capture and measurement of all transactional screen-flow and keystroke activity that takes place on digital service platform systems and mobile applications during customer sales transactions and service interactions. These can even provide pre-programmed, even artificial intelligence/machine-learned field-by-field coaching tips along the customer service-pathway (aka the "customer journey").
The consolidation of these workforce-to-customer sales and service workflow actions quickly and precisely identifies process successes, error reduction opportunities, workflow efficiencies and inefficiencies, best-practices, service gaps, and workforce training needs: all down to each specific workforce member.
Workforce, distribution channel, and supply-chain performance management, scorecards, and variable/incentive compensation can then be based not just on end-result achievements, but also on the prerequisite behaviors and processes that make those enhanced outcomes possible. This answers questions not only about sales and relationship productivity results, but now also about the sales and service workflow processes that drive that success.
The results: a better-trained and better-equipped workforce, performing sales processes more productively and service processes more efficiently, vast cost savings, more revenue, more satisfied customers, greater relationship retention, and the ultimate outcome of sales and service initiatives: improved profits.
My perspective is built upon providing growth, sales, distribution, and customer relationship management strategy execution advisory for just about 35 years. I’ve had the opportunity to assist over a thousand organizations acquire and retain top performing employees, channels, and customers. My clients have achieved consistent success in the short, medium, and long-term; some I have served for over two decades. If you'd like me to write or comment on growth strategy development and execution, performance management process and technology, or performance-based incentive compensation plans or technology, please reach out via my advisorycloud profile.
Copyright © 2018, Peter Djokovich, All Rights Reserved
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