Customer experience failures are a frequent consequence of today's organizational structures, because the silos are well-defined. From the customer perspective, many well-managed companies switch from a welcoming customer experience during the marketing phase to a poor experience during onboarding or normal service. The effort to "save" on the cost of a positive experience shows up as operational costs in unrelated departments, like the call center.
What can you do in the future to take steps that improve your company's end-to-end customer experience by bringing your marketing expertise to other areas of the business? Here are four things to consider:
- Effective marketing means having a full understanding of the connection between pre-acquisition and post-acquisition customer communications, and seeing this handoff from the customer's perspective.
- Better marketing will introduce mechanisms to coordinate pre-acquisition and post-acquisition customer communications, to make the handoff more automatic.
- Expert marketing will assert control over the company's voice by getting involved in the development of any customer-facing communication.
- Holistic marketing will create cross-functional teams to ensure a streamlined customer experience at every stage in the customer lifecycle by executing all customer communications.
As you approach the future, look around your organization to identify key gaps in customer experience quality. One area to review is your customer retention at 90 days, one year and three years. Big drops here can alert you to post-acquisition communication issues. By getting involved and asserting your knowledge of what makes a customer happy over more areas of customer lifecycle communications, you can keep the momentum you have built in your marketing efforts and extend the customer relationship for many years.
Scott Draeger is the customer communication strategist for Swiss-based GMC Software Technology, a provider of multichannel and personalized document outputs for customer communication management. Reach him at firstname.lastname@example.org.