The Partner Channel Magazine Spring 2018

SALES
CREATE YOUR
CUSTOMER
Strategy
EXPERIENCE
story by TAMMY FARRELL
illustration by SHAWN OLSON
W
ho doesn’t like going into Trader Joe’s knowing that they can expect welcoming aesthetics,
personable employees, and quality products at reasonable prices? And Costco: We love
knowing that we can relax when we purchase products from there. We whole-heartedly
believe—we know—that they warranty their products and that it isn’t a hassle to return
something that doesn’t perform as expected.
Customer experiences at Trader Joe’s and Costco are embedded into their corporate
culture. Nothing is put onto their shelves without extensive forethought into understanding how the products
would be perceived by their customers, determining whether the quality and price points are in line with their
corporate image and values, and developing a plan to introduce the products to their customers in a coherent
way through samples, recipes, hands-on demonstrations, and a communication plan that speaks directly to their
prospects and customers.
How does that all happen…every time? With every single encounter? With every single product?
VISION TO VENUE
The art of developing and implementing a unique, engaging, and meaningful Customer experience is much easier
said than done. Intuitively we know that it’s great to provide consistency through each of our marketing channels
and that we want our Customers to expect the best from us every time. Returning Customers are our bread and
butter. Delving into new markets can be risky but also highly lucrative.
Spanning the chasm of what we’d like to have happen and what does happen is completely doable, as evidenced
by the Costco and Trader Joe’s examples. But it’s not just doable, it’s essential if you want to reap optimal rewards
for your efforts.
MEASURING, MESSAGING, AND MORE
As leaders in your organizations, where can your skills and experience provide the greatest impact for your
Customers’ experiences?
Your marketing department is tasked with determining the optimal channels, messaging, and timing of creating
experiences that will lure Customers toward your Microsoft Dynamics products, training, and consulting services.
Your sales teams are expected to execute the plans flawlessly as they customize the experiences for each individual
prospect and client. They consider their specific industries, geographies, and market sectors while integrating their
knowledge of the client’s company cultures and their deep understanding of the current management personalities
and priorities.
So, what can you do in your roles as an executive in your organization? Everything circles back to your role as a
leader.
40 SPRING 2018 | THEPARTNERCHANNEL.COM