Strengthen your customer relationships: Identifying pain points that are hindering your business

Presenter: Brian Nunes, Website Pipeline

#InspireTour

Workshop Agenda

• The Goal • Define Customer Segments• The Ladder of Customer Engagement• Interactive Workshop

– Identify customer segments– 8 major customer activities– How you are doing on activities needed to get, grow and keep

customers?– Identify pain points / weaknesses for each segment

• Submit Worksheet• Where Website Pipeline solves pain points• Questions

#InspireTour

The Goal• Existing Customers

– Protect– Better Serve– Buy More

• New Customers– Gain new customers

• Improve Scale & Efficiency

100% of your addressable market buying from you 100% of the time 

#InspireTour

Identify Your Segments and Goals

• Questions

– What are your existing and future segments?

– Which ones do you want to focus on?

– What does each segment do with your products?

• Customer Segments

#InspireTour

Ladder of Customer Engagement

Get them on the ladder & up the rungs

#InspireTour

The Cycle

Does This Happen to You?• CEO say “We want to grow, grow, grow”

• Marketing says “Let’s try <insert cool, new cloud thing here>”

• Biz Ops says “How is that actually going to work with our existing stuff?”

• Another… “solution of today” = “pain of tomorrow”

<cool , new ,cloud things…>• ecommerce• customer loyalty program• gift certificates• marketing automation• email campaigns• sales force automation• mobile app• quoting tool• online payments• search engine marketing• customer surveys• product videos• q&a system• faceted product search• dealer locator• a blog• content marketing• social media• ……

#InspireTour

The Question Is…

• How Do you..– Tap into the cool stuff that can help your business, and– Get out of the “cycle”?

#InspireTour

5 Steps to Break the Cycle

• Step #1 = Identify Your Customer Segments & Goals

• Step #2 = Understanding the Vendor-Customer Interaction Gradient

• Step #3 = Understand the 8 Major Customer Activities

• Step #4 = Build a List of Requirements / Goals

• Step #5 = Research Solutions that Exist to Climb the Ladder

#InspireTour

8 Activities to Climb Customer Engagement Ladder

• Questions– What are the activities needed to get, grow, and keep customers

– Which activities are your pain points / weaknesses (for each segment)

#InspireTour

Worksheet

• Organize by Customer Segments• Rank the List in 2 Ways

– How important is it?A = CriticalB = VeryC = AverageD = SomewhatE = Not veryF = N/A

– How are we doing?A = ExcellentB = GoodC = MediocreD = PoorlyE = N/A

#InspireTour

Good Start, Now Let’s Finish!

• Take time to finish the worksheet

• Schedule a time to review it with us

Contact us to set up a review• Review your pain points

• Discuss solutions

Brian Nunes

864-272-4000 x 127

briann@websitepipeline.com

#InspireTour

Where Website Pipeline Solves Pain Points‐ Broadcasting Product Info

‐ Discovering‐ Finding‐ Getting Info

‐ Order Management‐ Quotes & order creation‐ Order info (order, status, 

backorders, shipments, history)‐ Payments

‐ AR info (invoices, payments, credits, debits, charges, etc)

‐ Payment Collection (credit card, ACH check processing)

‐ Returns & Warranty Management‐ Placing Returns/Claims‐ Customer sending returned 

goods‐ Vendor receiving returned goods‐ Financial reconciliation on 

returns‐ And more…

Thank you!