All Articles Leadership It's all about the experience

It’s all about the experience

1 min read


SmartPulse — our weekly nonscientific reader poll in SmartBrief on Sales — tracks feedback from sales managers and executives. We run the poll question each Wednesday in our e-newsletter.

Last week, we asked: Does your company employ customer-experience management techniques?

  • No: 71.23%
  • Yes: 28.77%

These results surprised me. I hope it’s only because you haven’t named your program this way, not because you are not utilizing customer-relationship management and feedback-management tools.

It is critical to your business’ growth to understand your customers’ experience with and perceptions of your company. This data enable you to customize your sales, marketing and service efforts and build longer-term, more profitable relationships. If you want to learn more about how important this is in our digital world, I suggest reading “The Thank You Economy” by Gary Vaynerchuk. It not only crystallizes the importance of experience management but also provides great insight into how social media can make or break your experience-management strategy.

Stephen Pia is the founder of COACH MEdia and a sales trainer and coach.