You certainly remember purchases where you were very well attended and had your questions answered, as well as purchases where the experience was bad. When acquiring a product or service, the way service is delivered greatly influences the degree of customer satisfaction. It is in this context that the importance of Customer Experience (CX) stands out.
This strategy directly impacts the image of a business and/or brand, in addition to helping build customer loyalty, turning them into brand advocates. Want to know all about Customer Experience and how the customer success team was implemented at Teclógica? Then keep reading the article.
After all, what is Customer Experience?
Customer Experience, or CX, means the customer’s experience. That is, work focused on relationship actions that positively impact the impression consumers have when acquiring a product and/or service.
The CX approach is not limited only to the support services offered. It is more focused on proactive actions, accompanying the customer so that their journey is the best possible.
This term emerged strongly after companies began to realize that the sales process does not depend solely on price.
This is because the audience’s profile is changing. Instead of just looking for price, people want to be part of a group, be accepted, have some connection, similar values, and compatibility with what they consume.
It is also worth noting that the range of competitors grows every day, therefore, price competition is no longer the only decisive factor; nowadays, customer service and experience have become decisive when choosing the best service and/or product.
What are the main stages in the customer journey?
For better management of leads and customers, it is important to have specialized teams at each stage of the journey. Each company must define what best suits its process, but there are some baseline flows that can help when defining this strategy.
At Teclógica, for example, we follow the following flow with the commercial and support teams:
- Pre-sales or prospecting: they are responsible for the first approach. They understand the lead’s pain point and offer solution options. After this first approach, they forward the service to the account representatives/executives.
- Commercial or sales: they are responsible for talking to the lead, presenting in detail the solutions pointed out by the pre-sales team in the previous stage. At this moment, the focus is to understand which solution is most appropriate to solve that lead’s pain point. They are also responsible for structuring the commercial proposal.
- Contracts or backoffice: they are responsible for all contractual and billing parts of the software chosen by the customer.
- Implementation: they continue customer service after the contract is signed. In the technology segment, specifically, this team trains and performs the proper configurations/parameterizations together with the customer so that the software contracted as a solution for that demand brings them exactly the desired results.
- Support: they are responsible for answering customer tickets, solving specific doubts, bugs, or identifying potential issues that need to be fixed.
- Customer success: they are responsible for monitoring the entire customer journey from contracting onwards. CS is responsible for checking how the daily usage experience is going, answering questions, and identifying improvement opportunities.
How does the customer success area work at Teclógica?
In 2020, the Customer Success (CS) department was created at Teclógica. With this implementation, we had several improvements in the customer experience and in reducing churn.
The department’s goal is to centralize all customer requests, becoming the central point of contact, aiming to offer quick solutions, answer daily questions, and support the customer in any new demand that arises and needs direction to one of the other teams. Teclógica’s CS team also communicates all news related to the contracted solution to customers.
In the last satisfaction survey conducted in 2023, 98.2% of our customers defined the service experience of the commercial and implementation team as positive, and 100% of customers said they feel comfortable doing new business with Teclógica.
And how to improve Customer Experience?
We have brought some tips for you to optimize the customer experience and increase the assertiveness of your customer service:
1. Practice active listening
Knowing how to listen to what customers have to say is fundamental in implementing CX practices; try to get to know your audience, strengthen the relationship, and understand their pain points and goals.
In addition, being open to receiving feedbacks is very important. This is the best time to understand what can be done to evolve the solution or service offered.
2. Think outside the box
What is the differential of choosing to buy from you? Think of creative solutions, differentiated campaigns, and personalized service according to your customers’ profile.
Conduct research on what the user would like to receive and what can strengthen satisfaction with your company. The rule is simple: bet on innovation and try to think outside the box.
3. Be available
In customer experience, monitoring is essential to prevent the customer from thinking they have been left aside after signing the contract. Therefore, define a contact schedule, always taking care not to schedule insistent approaches.
The customer needs to know that you are available, which is different from flooding their inbox or making constant, unnecessary phone calls.
In addition, keep your contact channels easily accessible, as the customer needs to be able to find you quickly.
4. Train the teams
The basis for effective customer service is knowledge. Therefore, everyone who goes through the sales flow must be trained to offer the best experience to the customer, and above all, know what is being offered.
Offer courses, workshops, and periodic retraining for those involved, thus ensuring that the teams are on the same page, offering standardized service according to the company’s guidelines and values.
Now you know what customer experience is and what the differentials found by Teclógica were when implementing the CS department. For more content like this, keep following the blog content and follow @teclogica on social media.
*This article was produced by the Teclógica team: Taiana Baú Vitcoski, commercial manager, and Aloisio Arbegaus, commercial director.
