Insight
Differentiation must be led by relationships and service. Making customer experiences better yields dividends.
Produced by BrandConnect, a commercial division of The Economist
Companies around the world and across all industries are grappling with the need to fundamentally re-engineer how they sell their goods and services to newly empowered, increasingly demanding customers. They are rethinking their sales function from top to bottom. As with all change, there are challenges to unlocking the potential inherent in this new digital age, but, if businesses get it right, they can look forward to faster growth, increased profits and access to currently untapped markets.
A service- and relationship-driven approach to sales can ultimately reduce costs and provide an interaction model valued by both end customers and distributors.
Michael Herman, Principal, KPMG Customer Advisory
Read the article to learn about redefining the value proposition of the sales function with a highly disciplined approach to:
- defining customer personas
- understanding customer journeys
- determining customer use cases
- evaluating sales processes
- defining KPIs
- leveraging data
- right-sizing sales coverage.
Differentiation must be led by relationships and service. Making customer experiences better yields dividends.
