How to unite the service and commercial areas without losing focus

by | 08/02/2018

6 minutes to read

Joining customer service and the commercial area is a great challenge because of the different objectives of each area.

The commercial needs to increase sales and the average ticket, in addition to planning commercial actions and ensuring focus on the right customer. The service area is responsible for ensuring the best relationship with the public. Therefore, their objectives are more linked to actions and procedures that guarantee the delivery of a good service or product.

The big question is that there is a close link between these areas. It’s hard to imagine a good outcome of both if they work in isolation, isn’t it? For example, if the salesperson acts totally unconcerned with its after-sales, only interested in selling more, the work of the service sector becomes more difficult.

At the same time, if the commercial is overly concerned about the after-sales focus, how will you achieve satisfactory results? So these are the questions that we’re going to answer with today’s post. First, let’s start by understanding the difference between each of these areas. Ready to continue? So let’s go!

 

The role of each area

It is common to mix the concepts of each of the two areas. After all, selling implies delivering (triggering operational actions) and attending (taking out doubts and resolving any problems in the process). However, it is important to separate the functions.

Commercial management involves operational and strategic aspects. It is part of the manager’s role to define how the company will explore opportunities, optimize results and improve processes. It is necessary to provide operational demands, as the number of items in stock, the design of teams, pricing, communication plans and activities that support the sales team.

Sales management, in turn, needs to be focused on ensuring compliance with goals. It is the responsibility of this area to coordinate the actions of the sales plan on a day-to-day basis. The work is done from a field of view in the short-term results and they are key to ensuring business success.

The strategy of uniting the two areas begins by clarifying their role for each team and the impact it has on the work of others. For a professional, dedicated to fulfilling the tasks of day to day, it is difficult to take a systemic view.

Let’s take an example to illustrate. Let’s say that the service area has observed that it can reduce the deadline by 20% if the seller registers additional details about the customer. It may be a reference point, the delivery preference time, the need for a confirmation link or other observation.

If sellers are only informed of the need for additional registration, without knowing why, they will see the task as a bothersome endeavor which will make them waste time that could be spent on other customers and thus, bring in more sales. As a result, they may not give due importance to the request.

This is because they have a partial view of the process, not the complete system. But what if there was a professional who could focus every detail of customer service? From sale to delivery? Triggering each of the areas to improve the process as a whole? Well, it does exist!

 

Customer Success

Customer Success, or customer professional success, is responsible for working the consumer journey proactively and ensuring that it receives the solutions it seeks. Thus, it works by making sure that the entire process satisfies the consumer, and for this, it needs to relate to each of the areas involved in its execution.

In this way, it contributes to the union between them from the systemic view we have mentioned in the previous topic, and it can significantly help in this task. This is because, with its performance, it becomes easier to:

. understand the real reason for customer dissatisfaction and complaints;

. develop procedures to avoid them;

. improve processes in each of the areas involved and as a whole;

. increase productivity;

. work for customer loyalty;

. improve customer experience;

. enhance competitiveness.

Knowing that it is possible to consider the contribution of Customer Success in the process, we will now relate the key points to produce synergy between the areas. Check it out!

 

The determinants of the process of uniting customer service and commercial area

It all starts with acquiring customers. If the sales teams can not get the right customers, they really have a problem that can be solved by the product or service they offer, it becomes harder to deal with them and to ensure maximum satisfaction. Once you identify the ideal customer and your team focuses on it, the potential for success in sales and service is far greater.

In addition, the sales process needs to be designed to favor the shopping experience, optimizing and facilitating the consumer’s journey. When this occurs, the client feels more comfortable and confident in the outcome that he can get. Otherwise, even if the sale is made, it is possible for him to take a cautious and suspicious attitude – which is bad for the relationship.

Did everything go well at the time of activation, ie, when the customer starts using the product or service? So it’s time to make sure he realizes value in what he has bought. This is when service work comes into play, involving every detail of operational efficiency.

In this respect, it is important to remember that this efficiency is much more a requirement than a competitive differential. This means that it does not certify customer engagement, but it can undermine any possibility of loyalty and thereby jeopardize its engagement with the brand.

However, what will ensure customer loyalty is how well this process is aligned with customer expectations, but without compromising efficiency. This is because, on a constant basis, the operational processes conflict with the customer use experience. He is neither worried nor trained to contribute to the operating result.

To better understand this, we can use the software usage example. The user is not, for the most part, a product expert. Due to that, he may commit elementary usage errors that might compromise the result, and in the end he could imagine, for example, that the system deleted a file alone – as if it could be programmed to perform random tasks.

Accordingly, guiding the client in the use is a task of the service, but that is influenced by each detail of interaction, from the first contact. That is why process integration across the chain is important and that each stakeholder needs to be fully aware of their role.

As a conclusion, it is important to mention that joining customer service and commercial area demands quality information and excellent management of the logistics process. The Customer Success good performance depends on the guarantee of delivery solution by an efficient and delightful process, providing a purchasing and using experience that is able to enchant and engage the customer.

 

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