There’s been a movement in IT during the past seven or so years to adopt a DevOps methodology; whereby, developers and operations are working together to deliver sound secure code and applications in a frequent and timely manner. Companies have gone from releasing new code annually or semi-annually to continuously in order to meet customer needs. Software companies are focused on delivering a great user and customer experience (CX).
The success of DevOps got me to thinking, “Will the same methodology work for sales, marketing and customer service?”
The steps are straightforward and intuitive:
Let’s look at each step in the process and see how it might work for sales, marketing and customer service to improve customer experience.
- Plan: Where every project needs to start. All three parts of the business need to sit down together and define the business problem they’re trying to solve. Given that 85 percent of companies think they’re delivering a good customer experience, while only 15 percent of customers believe the same indicates there’s a huge gap between perception and reality. Perhaps you need an NPS or customer satisfaction study to help everyone get on the same page about the problem(s) you need to solve to improve the customer experience you are providing.
- Create: Here’s where you need to map the customer journey from initial consideration to installation and repurchase. You also need to know what the customer expectation and experience are at each of the stages of the customer journey. You can create a hypothetical customer journey by collecting the experiences and impressions of your team, as well as analyzing all of the data you have regarding awareness, attribution and survey results.
- Verify: You need to validate the accuracy of your hypothetical customer journey map with your customers. Data can tell you a lot. Real customers can tell you a lot more. How accurate is your map? At what step in the customer journey are you meeting customer expectations, where are you exceeding them and where are you failing to deliver? Talk to customers to find out.
- Package: After you’ve verified your customer journey map, it’s time to identify steps to take to improve the customer experience. You may identify a dozen or more opportunities; however, start small. Have sales, marketing and customer service each identify one thing they can add to or change in their current process to improve the customer experience. As you have success with those initiatives, and see the positive results, you can take on more initiatives.
- Release: Start doing the three things you identified with a segment of your audience. Sales may be differentiating marketing-qualified leads from sales-qualified leads. Marketing may be providing more personalized, relevant information of value. While customer service may be using a 360-degree view of the customer so they already know what the customer’s issue is and are able to resolve it on the first call (or email or text).
- Deploy: Once the release is complete and you know how the initiatives are performing, you can deploy the initiatives across your entire audience of customers and prospects.
- Monitor: Perhaps the greatest return on the DevOps process is the speed at which the organization learning about how its applications are performing. Short feedback loops let the DevOps teams know how consumers are responding to their apps and their code and improvements can be made quickly and released back to the consumer who sees the continuous improvement. This can be a tremendous benefit for sales, marketing and customer service.
Sales sees productivity increase and sales cycles shorten as they focus their efforts on sales-qualified leads. Marketing sees greater open and click-through rates with more relevant communications. Customer service sees and hears happier customers who are getting their questions and problems resolved more quickly.
Now that these three initiatives have been implemented, you can tackle the other five, 10 or 20. Improving the customer experience is a never-ending journey, but one which differentiates your company from your competition, while generating more revenue, more repeat purchases and more customer equity.