Customer Love: How To Cultivate A Happily Ever After With Your Clients
If you ask any of my Contentsquare colleagues how many clients we have going into the new year, most of them will reply, without a second’s hesitation: 600.
And they’re right: we did wrap up 2019 (our most ambitious yet in terms of new business) with a portfolio of 600 leading global brands.
But because we love numbers so much at Contentsquare — and because it’s almost Valentine’s day — let me share with you a much more exciting number: 12,000.
That’s the number of people behind those 600 logos who use our solution as part of the work they do every day. In other words, 12,000 individual relationships to nurture and sustain, or, if we’re being really ambitious (and we are), 12,000 reasons to keep the spark alive every day. Of course, these are business relationships, but they are still first and foremost human relationships. Some examples:
- We believe in investing in the right match. We only pursue prospects because we know we can provide value to their teams.
- In 20% of cases, it is our clients who recommend us to others in their network. Who in this world hasn’t met some of their best friends through other friends?
- “How likely are you to recommend us to your peers, on a scale of 0 to 10?” Ever heard those words before? It’s the famous Net Promoter Score survey question we’re always asking our users to answer, and we’re pleased to say ours hits best in class benchmarks. In other words; what you do matters. Doing what you say you will and becoming someone who can be counted on is what creates strong relationships.
I could keep going, but that is not the point. Let us focus instead on what really is at stake, here: how to create, improve, and renew meaningful engagement for these 12,000 users of our solution. If the answer seems obvious, that’s because it is. Yes, it’s true, for B2B as for B2C, the cornerstone of sustained customer engagement is (drumroll) a good experience — and ideally differentiated, experience.
One of the foundational pillars of a good experience is LISTENING to your customers. (which is an essential element of another one of our core values: Team Spirit). At Contentsquare we make listening to our customers a priority — we are constantly collecting feedback on our product and roadmap through individual or group sessions, we ask our clients what features they want us to prioritize, and we ask them to weigh in on our product positioning strategy. In fact, our clients are involved in every aspect of our growth; from the development of new functionalities to the strategic vision of the company. We believe alignment with our customers is crucial to our innovation agenda and future as a company.
The second pillar is CONNECTING our customers with their peer-based community. The most visible representation of this is our very active client community. Many of our clients will tell you they really enjoy and look forward to these recurring meet-ups and clubs, which are a chance for them to share use cases and best practices, or quiz their peers about the solutions that work for them and the challenges inherent to their industry.
The last pillar, ENGAGING, is also how we measure the success of our customer experience. Our most engaged clients are true brand ambassadors and sponsors, and you’ll often find them speaking alongside our CX-perts at conferences. They’re very giving of their time, they recommend us to their peers… with enthusiasm.
The last thing I’ll say about customer engagement is that it starts with every team being engaged with customers and their mission to create better experiences for their customers. Whatever our department, country, office, or role, customer experience touches each and every one of us and we all need to be — if not obsessed — deeply committed to delivering excellence in this regard.
Of course, no one is perfect and it’s important to remember: a good relationship is one that evolves, as each party changes and understands each other better. So yes, we will continue to challenge ourselves to keep listening, keep growing and keep improving to always be the best partner our clients need us to be, and in doing so, to keep the spark alive. 🙂
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