Man at window, text: sales processes

12The series of interviews with sales expert and CSO of ec4u, Mario Pufahl, are all about the topic “Sales Performance Management”. This part specifically deals with sales processes and how you can model them from the customer’s perspective.

“Today, you need to focus on the customer’s perspective.”

The transcript of the interview part “sales processes”:

How has the view on sales processes changed?

The view on sales processes has changed considerably, especially over the past five years. In the past, the company’s perspective has been the most important thing. Nowadays, however, it is important to focus on the customer’s perspective, meaning: processes need to be considered and viewed “end-to-end” from the customer’s point of view.
Companies need to understand wich interactions are important for the customer in this process, whether they’re positive or negative (“moments that matter”). If customers experience negative moments in your company’s process, you should address and improve them, by redesigning them from the customer’s perspective.

How can you model sales processes from the customer’s perspective?

If you want to model sales processes from the customer’s perspective, it is very important to first, look at your company from the customer’s point of view. There are different methodologies that can help you with this. With the “Design Thinking” methodology, you need to work very creatively. Another useful methodology is called “Customer Journey Mapping”.
From the customer’s point of view, the process must be completely thought through from “end-to-end”. This should happen free from departmental boundaries because the customer does not care about these boundaries. This approach shows the points of contact the customers has with the company and where he interacts with you. Channels like Facebook can be an example for a contact point.

You have to ask yourself and define how you communicate with your customer and how he perceives this communication. First, you have to go through the processes from beginning to end. Then you have to identify the moments that matter, so you can also identify the weak spots. Finally, you can improve or avoid the weak points.


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