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3 Reasons Why You Need a Customer Strategy ASAP

It’s 2018 and customer experience is king.

It determines how customers and clients talk about your business and what price they’re willing to pay for your products and services. For better or worse, it will set you apart from the competition.

If your business doesn’t have a strategy for this area yet, don’t worry. You’re not alone, but you can bet that your competitors are putting one together while you read this.

You still have time to turn things around, so let’s jump in.

Get with the times.

Great customer service isn’t going to cut it anymore. Yes, it’s incredibly important but the broader customer experience is what is going to keep your customers loyal and excited about your services.

According to a Walker study, customer experience will be the key differentiator between businesses by 2020.

It’s going to be more important than price and product, and that’s a big opportunity for your business to stand out in your field. Don’t let a lackluster customer experience keep your business from shining.

Cultivate your reviews.

Satisfied customers are the biggest asset your company has, but only 8% of them think they’re receiving a great customer experience. Compare that to the low level of investment most companies put towards customer experience and the picture becomes clearer.

Over and over, consumers have told researchers that a good customer experience is important to them. Make it a priority!

Not only will they leave good reviews about your products or give you glowing testimonial quotes to use in your marketing literature, they also tell other people about you. That is, they share their experiences with friends, family, and colleagues–especially if the experience was bad.

More than ever, it’s your company’s job to make sure the conversations they have are positive ones.

More bang for your buck.

According to research by American Express, 60% of customers are willing to pay more for better experiences.

Yes, you read that correctly, and the good news is that taking advantage of this is relatively simple. It begins with understanding who your customers are, what they want, and how your business can provide them with the value they’re looking for.

If you develop a strong relationship, it’s easy to see why customers would pay more for conveniences like straight-forward support, bonus materials, and a website chock full of tips and tricks. Investing in your customers grows your sales pipeline and it increases the number of successful sales.

That’s something worth pursuing, don’t you think?


Everyone can remember when they had a bad customer experience. Don’t let your company be lumped in with the group of companies responsible for that. Get ahead of the curve with a great customer experience strategy.

Need help developing your strategy? Sign up for our upcoming seminar on April 24, A Business Path to Harmonizing Customer Experiences.

Save Your Spot

Have you heard of the CRM Death Spiral? Maybe you’ve experienced it. Over time, people stop using CRM because it doesn’t work for them, the data isn’t meaningful, and they don’t have the training and processes in place to know when and how to use it. So they gradually stop keeping it up to date. When this happens, the reliability and usability of the data decreases even more, which leads to less confidence in the CRM solution, which leads to less use of the solution… and the cycle continues.

If you want to get your CRM back on track, or are wondering how to get started with CRM the right way, here’s a look at the top five CRM success factors to help you avoid the Death Spiral:

1.Don’t ignore user needs

CRM strategies are more likely to fail if compelling reasons for adoption aren’t provided to all users. For example, most sales people believe CRM is “big brother software” instead of a solution to help maximize their selling time and close more deals. Proper CRM strategic planning and design should provide obvious and clear value to the end users – to be more efficient and effective, AND to management – to enable better decision making.

2.Include people and process change factors

Many CRM projects that fail are driven by a “load the software, train the users, and we are done” mentality, which severely limits chances for success. This approach ignores the potential for users to revert back to past practices. Successful CRM takes a comprehensive approach that promotes user adoption, best practices, and continuous improvement.

3.Use the correct sequence

Selecting a software package first will lead most CRM projects right to failure. Likewise, defining processes and functionality before aligning the strategic drivers and measurements will also lower success rates. The proper sequencing of business strategy alignment, process standardization, requirements definition and tool selection is a key factor in determining success.

4.Define business metrics

“What gets measured gets done.” This philosophy applies to CRM via management of sales (close ratios), marketing (campaign ROI), and customer service (resolution efficiency). Without an accurate compass CRM projects can drift away from what is truly important. Properly tied to business drivers, metrics are the necessary feedback component that drives improvement.

5.Don’t eat the elephant all at once

Scope control is important. Well-intentioned projects can go awry with trying to take on the world or focusing too narrowly on a small piece of functionality. Use of proven Project Leadership techniques for effective scope, stakeholder, and resource management will increase the odds of success with CRM.

Let DPT show you how to avoid the CRM Death Spiral. Through our focus on success factors such as solid change management and project governance, DPT can help you drive user adoption, develop meaningful metrics, and build continuous improvement processes to provide real business value and engagement over time. Contact us and we’ll be happy to discuss your unique needs.