Since companies have a good understanding of the products and services that they offer, they generally assume that they also understand what their customers’ needs are.
However, many customers are very often unsatisfied with the interactions and the experience provided. Thanks to the ever-increasing number of resources available online, together with social media, consumers are more empowered and capable of educating themselves, resulting in longer purchase decisions.
Given such a scenario, one can begin to easily grasp why both the average sales cycle and customer churn rate of many businesses are rapidly accelerating. In response to this, companies are trying to raise the bar on the quality of their customer/prospect interactions by investing in more resources. Common advertising and conventional customer service techniques simply don’t cut it. Businesses need to personalize the way they interact with prospects and clients on an individual basis.