Deirdre Breakenridge helps you understand why you need to educate support through your channels.
- As you work on your channel strategy a large part of your go to market plan needs to focus on your customers. They'll rely on you to help them navigate your channels and to educate and support them throughout their purchasing journey. Here are several ways that you can educate and support your customers. Number one, create a customer focused culture. Every organization has a culture. If you can work with your employees or your front line to understand the buyer is the most important asset to your organization, then you'll have more employees engaging in positive experiences.
But it's not just saying you're customer focused, it's showing your customers are your priority by answering questions and concerns quickly, handling negative product experiences with an empathetic ear, and delighting them with your attentive nature. Number two, be kind at all times throughout your channels. Set the example by employing people who have an emotional quotient. An emotional quotient, or EQ, is the ability to recognize emotion and to incorporate other people's feeling into your thinking and behavior.
When you hire people who can handle emotionally sensitive situations through your channels you'll build a culture of kindness. This is an extension of the customer focused culture which translates into channel etiquette in creating positive and polite experiences. Number three, support your customers through open communication. You should make it as easy as possible for them to contact you through any of your channels. People shouldn't have to search for a customer service number if they want to speak to you directly.
Let your customers decide how they want to receive help and the ways in which they interact with you. You should also encourage them to tell you when they're pleased and when they're unhappy. It's so much better to have an open line of communication and to respond quickly to any concerns. Number four, reward your customers. Offer additional ways for customers to receive perks and specials just of being a customer. When you incorporate these rewards into your channel customers feel satisfied and they stay with you.
These perks could be loyalty programs or perks they can't receive anywhere else, including free shipping or aggressive discounts on your products. Number five, develop support materials and helpful tools. Customers will appreciate the grab and go materials that are easy to digest and allow them to learn on their own. They may want to download your three step how to guides, interact in forums with other customers, and read your blog for interesting insights.
Having these materials and tools available really helps to build the community and gets people more connected to your business and your products. Number six, make your channels personal. Companies are analyzing data and using technology to target customers and deliver their preferences through their channels. Think about Amazon and Netflix. Both companies have the ability to make recommendations to their customers based on purchase history and how they interact through their channels.
Customers appreciate a business that can recognize what they like and save them precious time by offering suggestions. Your customers come to your channels with many expectations. Are you supporting and educating them so they can have a better experience? Having the right attitude and the tools and technology detailed in your go to market plan is a great place to start.
- Building your go-to-market (GTM) plan foundation
- Assessing whether you need a marketing or GTM plan
- Entering new markets with a competitive advantage
- Developing your product vision and message
- Setting your product price at launch
- Setting up your channel strategy
- Driving better channel performance
- Evaluating KPIs and metrics
- Storytelling and the customer journey