Today we start with a motivational quote: “The customer is not an interruption in our work. He is the purpose of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.” This quote is attributed to Gandhi, but the point is that customer focus is of all times.
However, a clear break can be noticed, which took place some five years ago. Josh Bernoff from market research company Forrester calls this the beginning of “the age of the customer”, which heralds the end of the previous age of information. Due to rapid technological evolutions including social media and mobile computing, customers seek information in different ways and their purchase behaviour is gradually changing as a result. Consequently, the role of sales and marketing is also changing profoundly.
All customer experiences
A study by SiriusDecisions from earlier this year indicated that 71% of purchase decisions are based on the sum of the experiences customers have with their supplier. All experiences, both digital and personal as well as with staff from any department, play a role in this. It proves Bernoff’s earlier proposition that “the only sustainable competitive advantage is the knowledge of and engagement with the customer”.
Meeting customers’ expectations in every interaction is therefore the real challenge in the age of the customer and the best way to stay one step ahead of the competition. The seller’s role in this is no longer to provide information and thus try to convince customers. The seller now has to ensure interactions which enrich the customer’s vision, help to demonstrate the positive impact of a purchase decision and facilitate the entire purchasing process in an optimum manner.