Organisations must rebalance away from sales and prioritise value delivery, according to CX guru Bruce Temkin.
Temkin says too many organizations overly focus on selling their products and services, but that sales revenues are not necessarily an indication of long-term success. Temkin says value is too often missing from the picture.
It is an obvious point, but if customers don’t get value, they will not re-purchase or renew and their commentary will be negative.
Companies work hard to get new customers, Temkin acknowledges. And, many firms are improving their customer service. But there’s a critical phase in the customer lifecycle that frequently gets missed. This phase is what Temkin calls the Engagement Phase.