For some reason, many believe that inbound marketing has all to do with acquiring new sales and that the customer experience follows thereafter. Nothing can be further from the reality.
Every interaction with people is founded in trust and will ultimately determine the length and depth of the relationships. Sales or service is no different; people do business with people they learn to trust.
All sales activities are based on forming these trust relationships but once the sales is concluded the service department must ensure that this relationship continues with the evidence of referrals and repeat sales. Customer experience therefor does not happen post sales; it is present during every interaction within the inbound marketing process.
The question then is how to build such relationships throughout the entire inbound marketing process? As a solution I would like to offer the three pillars of a positive customer experience:
.“If we all have a shared and beneficial outcome in serving our customers, we have a unified place where all our interests converge. Success is not defined by our own personal and business line goals; success is in the eyes of the customer.” General John E Michel
We should follow and understand how we can apply these pillars of customer experience because a customer’s experience and their long-term success are formed by every interaction. And every interaction could be a tweet, a phone call, the use of your product or service, or an email; which ultimately help you build trust with people.