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From High Task to High Touch
Use your CRM technology to exceed expectations and build trust.
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Your company has invested in the latest CRM software and you're busy populating it with as much relevant customer data as possible. You are confident that these new customer insights are going to give your company a competitive advantage for years to come. It definitely will give you great insight, but will it help you exceed expectations and build a relationship of trust?
Self-proclaimed sales gurus (myself included) and modern neuroscience teach us that people buy first for emotional reasons and then justify their purchase with logical ones. So we need to ask, "How are we selling and servicing our customers, emotionally or logically?"
In today's marketplace, it's easy to get sucked into the logic vortex, usually because of the vast amount of data involved with our transactions. On one side of the relationship coin, we have what I call high task. This is about your core competencies, what you do well, how you generate revenue. It's about your products or services and meeting customers' expectations.
On the other side of the coin is what I call high touch. This is about exceeding customer expectations.
Read the entire DestinationCRM article
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