 Hello everyone and welcome to today's webinar where we will explore why aligning sales and service is a key growth driver and why it's sometimes quite challenging to achieve. We'll also look at the role your Superfacerum solution can play in getting you there. My name's Janette and I work with the product marketing team here at Superface. I will be your host today and with me I have Paul Vestra, which is an experienced sales manager with CloudConnection, who have lived the challenges and solutions of our topic of today. And then we also have Camilla Buman, who in addition to years of sales experience, has for the past ten years looked at this topic from a total profitability point of view as the managing director of Superface Norway. Welcome guys. Thank you. Thank you. Looking forward to it. So let's get right into the agenda. So we will start by discussing the customer journey and why more than ever customer service not just a team or the service team's job. It's your whole company's responsibility. We'll also get into the five main challenges that happen when sales and service teams are not aligned. And we will also see how we can harness the power of alignment by sharing information about customers across the company. And here we can also discuss what that looks like in your CRM. And we'll also include a little demo. And last but not least, you'll get the steps to achieve the sales and service alignments so you can start advocating for it in your company. So these days everyone is talking about growth, but it's not just about getting bigger and making quick profits. Sustainable growth means growing steadily and consistently in the long run. So a key strategy to achieve sustainable long-term growth is not only to focus on securing new customers and sales, but to provide these good enough experiences that they turn into loyal customers who buys again and again from you. And this is often referred to as the sustainable growth formula and relates to the importance of taking care of the customer, the entire customer journey with your company. And that means also not only being great at securing sales, but also depends upon what everyone else does to provide customer experiences and customer service. So sales teams cannot afford to be transactional. They have to focus on building a connection and a relationship with the customers. And because if you manage to turn customers into happy customers, they are more likely to buy from you and talk about you to their peers resulting in more business. So simple and yet so challenging. But it's a great place to start is to identify and map those customer experiences that they have with your company at every touch point from your website to marketing communications to after sales and services. And this is often referred to as your customer journey. McKinsey explains this customer journey as the sum of the many touch points, interactions and experiences your customers have with you, whether they become a customer or not. And you can see this in this example. We can visualize the many moments of interactions with you from visiting your website, interacting with your marketing communications to your sales process and meets your delivery and after sales services. And many companies are great at creating the sustainable growth or the companies that are great at this. They create sustainable growth and excel in all aspects of this journey. And one thing is clear is that the customer is the same whether we engage with them as prospects during a sales process or taking care of them after they have bought from us. And as we know from experience that there are some hurdles in getting to this alignment across that journey. So I want to ask you what are your reasons or what are the reasons you see that it might be difficult for companies to create a great customer experience throughout this journey. Camilla? Yeah, my experience is that everyone is good at some parts of this journey. They have something they do better than competitors. Something that they truly master. And I think most companies also have weaknesses when it comes to the entire customer experience. So I'd say that the biggest challenge is to look at this as a whole. To be able to see all the activities that a potential and existing customer goes through. And to make sure that things don't fall between two different departments. That it feels as if you're talking to the same company when you talk to the sales person and the personal support and so forth. So to me it's not necessarily one area where everyone needs to focus. It's the whole or the flow that how it feels to be a customer. I mean we all know how extremely irritating it is when when you get poor service after you've given them your money or if we don't deliver on what the sales has promised and so forth. So it's the entire journey. Yeah, I totally agree Camilla. And from my experience also the different departments sometimes have their specialized tools for the sales process from the service service process or the marketing process. And that's also stopping the interaction between departments which leads to what you just referred to. Yeah, so this sort of highlights I think the the topic of today. How do you how do you line the sales and service? And it has to do with looking at this entire relationship or journey in one picture. Yeah as a whole. Yeah and what we see from meeting thousands of companies and after decades of experience is that there are some common areas for improvements. And one of the main situations where we see a broken customer journey is when the company treats the customer service as an afterthought or a nice to have in addition to sales. And we think that customer service is not just an or department it's it should be everyone's job from support to customer service, marketing, consultants, finance and sales. They should all be concerned about how the customer perceives or the experience they get. So if you care about the customer experience of your customer you need to consider that everyone in your company usually communicates with your customer at some point. So instead of asking finance for an invoice copy by email which then gets lost in someone's inbox or forwarded to the wrong person and you need to kind of call or follow up and ask for updates. Instead we can centralize all of this information and communication regarding the customer in one system. And by centralizing communication and giving every person on the company the same access to purchases it can be sales processes requests you can make sure that every touchpoint your customer can or every touchpoint your customers can have the same level of experience. So providing a smooth customer journey not only help prevent you from losing customers but it can actually become a source of competitive advantage for your customers. So this is the perfect scenario the perfect destination. And then also just to add some that it's so much more powerful to compete on this area rather than on price where all you all you can do is discount. So if you if you manage to do this it's it's so valuable for for a company. That's true and this is what we call like the perfect scenario the perfect destination but how do we get there this can be a bit bumpy. So and it usually starts with this alignment if the service and sale or service and sales is not on the same page. So what are the typical challenges that arise as a consequence if sale and services are not aligned? A lot. And then I'm giving the word to you because you have some good good arguments and some good points for these challenges. Cool. Okay so challenge number one teams are stressed out they feel overwhelmed. This probably has to do with what Shanette touched on earlier. You don't have the insight. You don't have all the information in one system maybe it lives in silos in different departments. So you lack the the overview is this something I mean as sales manager of cloud connection one of the biggest CRM vendors or partners in in Norway Paul do you see this a lot? Yeah I recognize this a lot and I think we could relate to that feeling ourselves because we have different departments and we need to sort of get the whole picture of the workload and the tasks on these customers and often employees and also customers tend to get paralyzed if they don't have the control of or the so-called overwhelmed amount of tasks they are going to to solve. But I feel also that sometimes you prioritize also not in the best way because you don't have to complete overview and what feels like really important to you and one customer is also related to your personal prioritizing and not the system that will give you to prioritize this correctly due to the customer plan or or something like that. But I think the most and the ground basic reason for this happening is the lack of control and overview because you don't really know what the workload is. So you feel overwhelmed because you don't have the overview and things come in from the from a colleague all the time you don't really have the overview and the queues and it's overwhelming. I think that's the feeling we're all familiar with. Yeah and also if you don't have the overview or the insights it's easy to treat everyone the same and one could argue that well it should be justice for all but if you have a really big customer it's more important for you to handle that fast. Yeah it is and often it's not really the important stuff that get prioritized because it's the customer that's screened the highest which are prioritized and not really what's the most important. So we are all people and we react on feelings and emotions and when you get to yell that at the phone everything if you need to do this you get you get moved by that and that will affect your prioritizing of the tasks. Yeah and also we we see with a lot of customers that this actually influences the employee satisfaction as well. So when when you don't feel that you have control in your everyday work and you're just running in the hamster wheel then it's difficult to feel satisfied with your work and having a good solution here you can also have automatic escalations so that you make sure you don't forget. So we see that this helps both of course the level of service you're able to to give to customers but also the employee satisfaction if you have a solution. I totally agree and the lack of having control of these elements also will lead to people getting sick and stressed out. Yeah I agree. So there's a kind of a the bulk is rolling if they're all overwhelmed at this stress and the satisfaction is low. Next challenge if the customers can't get a hold of you easily. Yeah this is this is interesting because this is one of two reasons why customers turn because 68% of the customers you lose you lose because they feel you don't care about them and one part of that you don't care about them is that they can't get hold of you. So this is actually extremely important much more important than many of us think and it's again I want I want to ask you Paul with the finger on the pulse how many of us are not doing this optimally today you think. Well I think a lot of us I think most of us can relate to this challenge really it's like if you call a friend for several times and they never call back never text you how's your feeling I think you feel left out you know doesn't really matter to the person and it's the same with customers and and the challenge here as we see in most companies and with ourselves as well is if they can't really get hold of the technical support or customer service what they do is they'll call the sales people because the sales people are always eager to get in touch with the customer and sell something but the customer would then start asking could you do me this whole favor with this technical support and etc and then we start mixing the roles and the sales people are doing support and also disturbing the customer service team so yeah I have this customer is really important you need to help him now and you sort of sneak in the queue so I think clear roles helps I think clear expectations about how we will respond to your request gives an expectation that you could deliver on and it's so easy to call back or just send a message I'm busy now I'll get back to you at two o'clock three o'clock that's the reason we are also having the receipt a ticket when you send in to manage the expectations so I think the customer needs to feel that you really care and it's so easy to do it so if you're thinking about your friend and if he calls and you're in the meeting I'll call you later call later don't be hard and also I can relate to the fact that you don't want your sales people working on the support tasks you want them to work on sales definitely because the sales people are not technically experts so they will give poor advice and the experience from the customer will be poor and they also use their time on things they really shouldn't do yeah exactly so so the bottom line here is don't leave it up to even though you have great people don't leave it up to each individual to to deliver good service because they need system support here one system where everything is handled and escalated no matter if you go on holiday or if you're sick so yeah sure that you super yeah and I just want to add and here Camilla the sales people also can play customer service good by managing the expectations okay they're a little bit busy now but I'll make sure that they call you during the day don't say they're calling back in an hour because you know if you put the expectations too low and you don't deliver on that not satisfied this customer so yeah that's true okay challenge number three this is also linked to to the 68% that churn so the first part was that you don't keep your or that you you can't they can't get hold of you and the second part part is that you don't keep your promises so again it's it's very tightly linked and why don't you keep your promises well probably because you don't know or don't remember what was promised you've forgotten everything about it because there is no system supporting it yeah I think most people can relate to this one because if you promise to call in two weeks or three weeks good luck remembering that if you don't put it into a system or put it in there the challenge is really if I promise to call a customer in three weeks and I'm not there I left the company I'm sick I'm not there the customer still expects the follow-up in three weeks even if I'm not there so that's the reason for CRM is so important to both documentate and share those tasks because yeah we have a relation people buys from people all know that but when I'm not there the customer really expects somebody else to step up and maintain and take care of me as a customer because I'm actually buying from the company yeah absolutely so so key words here is transparency escalation ownership make sure that you have systems set up for that yeah or Excel or Excel sheets when you have to go to a colleague's PC screen and take their post-it notes to find out what to do then then you're in trouble so next challenge is then you don't know if your customer is happy or not yeah there's a there's a survey from the US I think it's a few years now but still the the findings were quite astonishing they asked the companies how many of them felt that they delivered excellent customer service and 80 percent 80 zero 80 percent of the companies said that we feel we deliver excellent customer service then they asked their customers and potential customers how many of you feel that you receive excellent customer service and eight eight percent not 80 but eight percent said that we receive excellent customer service so there was a massive gap from eight to 80 and this is due to to the fact that we actually or many companies don't know if their customers are happy they don't check after they have submitted the support ticket or asked about an invoice or talk to to finance or whatever did you get the answer you needed is there anything else I can do to help you are you happy with with our response they don't ask them so they don't know and they don't do nps either so they don't necessarily know if the customer as a whole is happy with the relationship they have with you and then it's very difficult to improve isn't it yes it is and I think also it's important to keep in mind that you're only as good as your last interaction with the customer so this is really a snapshot of what the situation is right now because you could be happy for in for a month ago but today you're unhappy because something that was not handled the way you expected and therefore it's like a continuous struggle or battle to keep up the the service level and make sure that we at all times deliver our best experiences when people are calling our customer services but because often customer services requests that comes into the customer center it's really about needs they need help and if you need help the solution could also be that you need a solution or a product or an app or something like that and and from my experience actually what really triggers the customer experience is if you could give them a solution that really solves the problem and exceed their expectations and maybe bring something to the to the table that they didn't thought of themselves so so good customer service employees also listen analyze and suggest solutions not just answer the questions and I think here's one of the key that you can't really train enough about because you need to listen to what the customer is saying and often it's the question raised in a way that it's not obvious that that what the answer is so often when I does this kind of calls what they're really trying to achieve here what is the really really the problem and if you get under that you probably have a much happier customer at the end of the call than if you just answer the question it's not possible so I think because we're needs to feel that you really care and are interested in finding a solution for him it's not really about yes or no it's more about that attitude and the experience they have when they're talking to you and the final challenge is that as we've touched upon if you don't if you don't treat your customers and and help your employees do that in a in an easy way you you will lose them you will they will turn they will either reduce the business they do with you or cancel it completely and there's something that's interesting to to remember it's something called the peak and rule it's a kanaman that the Nobel prize receiver that says that it's not the average of all the interactions that you have with your customers that leaves them with their impression of you it's the best part of that journey the peak and it's the end so and then you can say well isn't the the customer journey eternal well then it's then it's what's quite recent in in in your past so that's what we as humans remember so to avoid this churn and to avoid the customers feel forgotten then make also sure that you have that you're better than your competitors at the peak and the end of of your interactions yeah i think i think you're completely right and i think this to to sort of relate to this challenge it's quite easy to give an example both on how to make them feel forgotten and not you can start the customer services request but who are you are you a customer of our company it's not really a good welcome opening line i think most people understand that but also if you are a little bit more into details you could also have you been speaking to anybody at our companies who did you speak with all those kind of questions that really you should have control of the more of those questions the more the customer feel forgotten and the experience will decline on the other hand if you like starting the conversations hi camilla thank you for calling host everything i saw you spoke with espen the last day did everything work out it's a much better approach and without any saying so much you are giving the customer a confidence that you have control and are interested in in them as a customer so it's fairly easy but it's so hard in a busy day you have a long list of tasks you need to complete and now the customer is calling again so but you need to sort of take one step back and in this call how was this message received on the other hand because we also tend to focus on ourselves and not much on the other side so i think this is the main reason for the challenge number four five and a good customer service solution will give you that overview and that control quite easily so thinks it's good and in any role of the company kind of to think about how the customer or how i can help the customer have that great experience yeah i just remember one thing that i think i want to to add because we talked about being available for for customers that doesn't have to be in person it can be that you have a solution where the customer is allowed to help themselves 24-7 yeah so so that's also part of good service finding out what needs to be hands-on and what what's what could be completely digital as long as you have solutions to where you make important information available for the customer or you allow them to submit their ticket and to get the receipt after hours so that they don't have to wait until you're back in in the office yeah all parts of good service yes so time and churn and missing out of what happy customer means for new business opportunities are kind of factors that can stop sales from also reaching their full potential do you want to add some additional thoughts to this i think we all know how how much easier it is to get existing customers to buy more than to find net new customers it's such a hard game and when you take care of your customers they stay with you longer and they buy more so it's also from a strictly financial point of view it's it's a very very smart investment to make yeah i just want to add the one last thing to this slide and you know reaching out to new customers it's as Kamila said hard work all customer service requests are really needs that also is a potential for sales so you need to look at the whole customer journey and and try to pick all the small leads from existing customers so they can fill the white spaces and and fulfill their needs because it's continuously changing and new new needs appear so be in touch with your customers at all times so you have a good dialogue and it will catch up with most of the opportunities that will appear also existing happy customers are ambassadors that will give you new customers so it's it's vital for sales so when customer is a source for a competitive advantage and your secret weapon of success can you share some examples that can exemplify why this is good why how it does it look like when these teams are aligned well it's a bit like Paul touched on earlier it's say you're going out in a sales meeting and you don't have a system to to sort of check the 360 view of this customer so you don't know that they have a couple of support tickets so you don't make sure that they're resolved you don't get the answers to the last questions they have you just go out there and try to sell first of all you you look very you don't you're not perceived as if you're trying to take care of your customer trying to solve their problems you just want to sell to them no one no one likes that so it's it's vital to have the insight and to care about the entire customer relationship not just your part based on your department yeah i think you're totally right and we are consulted they're selling so we are solving challenges and to give you one short example of how easy this could be work in the customer service one request could be okay i'm sending out a message to 100 of my customers by email and i will be in blacklisted the short answer is okay you can't send like 100 emails in in one mail you will be blacklisted that could be the answer because that's right but obviously the correct answer is i'm over sales people working with the marketing module they would be happy to tell you how you could solve this issue without being blacklisted so it's more like taking the request and the service request and turn it into a lead to the sales department but then you need to really listen to what is really the challenge for the customer it's not really that he's been blacklisted that's a consequence of lack of solution so it's it's vital that also the customer services team are tuned in on our product portfolio and what is the common challenges what is the solution so they need to train together yeah have shared information yeah yeah because there's i mean i'm a sales person we all know what it's like to try to chase the leads it's difficult because you have to catch the attention the timing needs to be right it needs to be of interest to talk about this now with me but customers contacting us they they already have something that they need to to solve or or that they need to taking care of so it's if you're able to help them then it's they are in a much they're much more receptive to to your solutions yeah so not being able to sort of translate what you're hearing into what can i do or what can we as a company deliver to this to this company to to help them improve to help them grow to help them solve this challenge that is losing a lot of opportunities yeah that's quite interesting actually because we recently did a survey which is called European B2B customer service report and many said like they allowed service teams to sell to customers the majority of the companies we surveyed recognized that the customer service team contributed to the overall sales potential and this is by providing good customer experiences which increases the chances of additional sales so even more reasons why sales managers need to be concerned with how customer service is handled right yeah i think you're absolutely right so but it does sort of make a statement for what we just spoke about so i think you're totally right yeah it cannot be afterthought you have to be and it all needs to be a part of the strategy so up until now we've talked about the customer experience and also a kind of what's facing the customer but now we want to see how it can look like from the internal processes of customer service and how that shapes the overall customer experience that we can offer on the outside and to do this we need a little help from technology and more specifically you need a solution that can help you optimize and streamline your customer service processes so now we will take a look at a demo in suprofess and for those of you who are already using the CRM module working with contact management some of you may be using the service module only if you're working with customer service but we have different ways of working in suprofess but the kind of main thing is that you get that 360 degree view of the customer and all the interactions so we will take a look at how we can use contact management how we can use forms and get leads from the website how we can then use this to work with and handle requests and we will do this with using service which is the ticket management system we can categorize the tickets and how we can work with these and collaborate internally and just show you the whole suite and how you can take advantage of that so we'll take a or show you a quick video now now that we've discussed the challenges and opportunities faced by our sales and customer service teams let's dive right in and we'll show you how your suprofess CRM solution can bridge the gaps and unite all departments ensuring a seamless customer journey at every touch point let's begin our CRM journey with a common scenario a lead generated from your website now on the screen you can see a suprofess web form that's embedded on this site so when a potential customer fails at this form suprofess instantly auto creates contact data from this interaction so no more manual data entry or lost leads our new leads information is now securely stored in the CRM but we can do more the Forbes mission can trigger additional actions or workflows and one example is to schedule an appointment directly in the salesperson's diary and this means we can track all interactions from that first contact to hopefully closing that deal but we also want to deliver an exceptional customer experience and that requires a structured system that is where we can use suprofess service the Forbes mission creates a request you can then assign this lead a sales category based on your specific criteria for instance leads from companies with over 300 employees can be routed to a dedicated team or individual in the fast-paced world of sales timely responses are critical so you can set up deadlines to ensure that leads of this category are flagged for escalation within just one hour for example notifying the manager or reassigning it to another team member plus it allows you to add internal comments or notes for context and this collaborative environment empowers your sales team and ensures everyone has a better overview reducing stress and improving the customer experience in a few simple steps we can turn a web form submission into a structured lead with a clear path for follow-up and this is how suprofessorium streamlines and automates your lead management process next up let's see how we can handle customer complaints imagine you're a salesperson always on the move working hard to close deals your inbox is often flooded with customer complaints and inquiries now handling these emails can be a real challenge they get lost in your private inbox making it difficult to stay organized and provide timely responses and what's worse after you forward a customer complaint to the relevant department you might get follow-up emails from the customer or even phone calls demanding updates but there's a better way to manage this with the suprofess add-in for Outlook and Gmail you can effortlessly convert customer complaint emails into structured requests right from your inbox your customer complaints are no longer scattered they're organized within suprofess you can assign them to the right people for a solution and the customer automatically gets an email assuring them that their issue is incapable hence what's more you can also use the favorites function to keep you in the loop so by marking a request as a favorite you receive notifications about any updates on the request and by offering your customers this level of service you're not just solving problems you're also building trust and loyalty all while keeping your inbox organized suprofess can also help you uncover opportunities to grow your business with a quick glance at the dashboard you can check recent customer activities and requests allowing you to understand what your customers are talking about for instance you notice a trend several customers have been asking about after-hours support and armed with this knowledge you can now proactively reach out to these customers and suggest a premium support contract that covers faster response time and after-hours assistance and by offering this tailored solution you not only enhance customer satisfaction but also seize new business opportunities knowing your customers is also essential for sales success the CRM allows you to gain insights into customer history helping you prepare and address past issues or concerns in this example we have a selection of customers with contracts that expire soon in the preview you notice that a customer had a less than ideal experience in the past and with this information you can prepare before the meeting or call you can address any past issues or concerns showing the customer that you've been attentive and that you're dedicated to ensuring a positive experience moving forward and this level of preparation and insight can be the difference between a successful contract renewal and a missed opportunity so using the CRM system you can deep dive into the history and past interactions building strong customer relationships and boost your sales success now we all know maintaining customer relationships is crucial and with superfits you can create customer feedback loops proactively addressing customer needs take customer A for example one of your most important to customer categories you can set a rule to follow up with them regularly maybe every quarter or automatically after a closed deal or a solve request during these follow-up interactions you can ask how they experience the service and if customers suggest something like needing more on-site training you can offer them the training package to meet their needs this not only adds value to their experience but also boost sales and don't forget that you can also tip your colleagues if another team member should handle the request they can easily pick up where you left off checking all interactions and history to continue the follow-up with the customer moreover superfits is super flexible and can be customized to make your work more efficient like in this example where you can quickly create a sales opportunity by clicking a custom button triggering a macro that automates that process this means that when a sales opportunity arises it's easy to capture and start working on it without delay now that we've explored how you can handle leads offer excellent customer service and get a deeper understanding of your customers let's move on to discover how you can get a good overview with dashboards to see everything working together first you can easily track your customers with open requests you can group them by priority like a b or c based on their importance this way you can ensure that high priority requests are quickly addressed maintaining strong customer relationships another example we saw earlier was an overview of contracts and you can easily visualize selections and in this case of contracts that are up for renewal this quarter this ensures that you don't miss any important contract renewals and can continue to provide your services to your valued customers lastly you can keep a close eye on incoming customer feedback this feedback is a valuable source of insights for improvement and can help you make informed decisions and by monitoring these key metrics you have a clear picture of your customer interactions important tasks and customer feedback ensuring you can effectively manage your sales efforts. In summary, Superficium unites your teams driving efficiency and allowing more time for closing deals this collaboration brings together the entire company to deliver exceptional customer experiences and happy customers are just satisfied they drive more revenue for your business and it's a win-win for you your colleagues and most importantly your customers. So these four ways are just a summary of what we've been discussing so far and I think it's safe to say that customer service cannot be considered an afterthought and it needs to be aligned with sales in order to create new growth opportunities for your companies and become a strength. So but we need to talk about some tangible examples how can we get started how can we get this level of alignment in the company or your company. So what are the next steps? Yeah first of all I think it's it's the same as with CRM it's it's not really a question about the system although it's important to have system support it's much more a question about strategy who do you want to be so when it comes to to the service and sales alignment then it has to it has to do with the customer journey so you need to sit down as management and discuss what should it be like to be a prospect and a customer of us company A. How do we want to be perceived where are our strengths compared to our competitors where do we need to do better where are our weaknesses that we need to to sort of improve and then to have a conscious relationship to to this customer journey and the customer experience. So that's touching on the the first one create common goals do you do you actually know when you succeed should it be an NPS score should it be or another kind of satisfaction score should it be the fact that internally you have complete control of the cases across the departments should it be something that you see in the revenue so what are your sort of goals for for knowing if if you're achieving what you want and then of course to to map the journey you have today but more importantly to design the one that you want in the future to receive those goals and also maybe Paul to make sure that you ask the right the right people not just the management but to to get the feedback from from the people in the trenches maybe. Yeah and I think a lot of companies that I have been in a process with often when I go to their web page I just check contact us and a lot of companies has contact forms on their web pages or the info ad post status etc and and I think a lot of companies don't really acknowledge that they have a role to customer service and that it deserves the attention and it deserves really to be taken that serious because taking those kind of requests into a common mailbox which are up to some people to answer sometimes and it doesn't really give me the good feeling for how these requests are being handled so it's more like okay what are we really doing ask yourself what are you really doing regarding customer service and then obviously as you set goals map your journey what channels should you be present in should you be present in contact forms common mailboxes chat what channels and and what kind of teams should handle the different kind of channels and then start measuring and see okay are we really staffed enough to to meet those kind of requests that we are receiving and then review and address so I think this is a really good five point slide that could put some key keystones to work with yeah and just to be I mean your challenge just to be a little hands-on here shall let say that you want to you want to improve the customer satisfaction so one of your goals say it's a net present the score of plus 20 or something then you map your customer journey and you find that when it comes to repairs you you tend to drop the ball a little so then you sit down and you actually design the process how do you as a customer report something that something is broken how long should it take before you get a personal answer because you'll get an immediate one with a with a reference number so you know you have your place in the line but how long until someone contacts you how should they contact you should they do it in person should it be on May should it be in the customer center how what are your goals when it comes to resolving the tickets how will you keep the customer in the loop during the the sort of treatment of the tickets so it's actually and what kind of fields do you have to have in your system to and only take it in order for for you to measure all this to see if you're actually hitting your targets when it comes to response time and solution time if we're if we're talking service if we're talking sales then it's what kind of meetings should you have with with a customer during the sales process what's the quality so what kind of templates should you use what's the what's the activity levels that your salespeople should have what's the size of the pipeline that you need to to have in order to meet your targets next quarter and next half year so it's it's being conscious about what it means for your company to succeed when it comes to sales service and marketing and and having the the processes in line and having the system to support it and then for to be transparent when it comes to the metrics and the measurements to correct if if you're not hitting the targets or if you're not hitting the goals and to to improve yeah and and maybe put some screens on the walls and start visualizing how we're doing what is the trend are you trending down or trending up because this is as we spoke earlier it is about how good you are at at this moment so trends here are kind of vital to see if you're moving in the right direction exactly and and one thing that i think a surprising number of companies do wrong is that they have the management team they have one dashboard yeah and then the sales team has won and the sales person has won same with the service make sure that it's the same dashboard that you but you don't necessarily if you're an agent on the support desk then you see your own dashboard maybe your team but as management you see the whole team maybe make sure it's the same parameters and the same key metrics that you measure across the business because otherwise you won't make sure that you go in the same direction yeah you need to be really really conscious about what you just said Derek Camilla because a little bit off there people start hesitating okay is it really that number is it really that high really that low because i'm seeing this a little bit different and then you're starting it so really keep in mind having the same measurements point and the same criteria so that you don't miss out or get some mistrust in the figures because everyone should say okay this is the number and everyone sees it i mean good leaders they they talk to to their people about the why why do you have this job what do you want to how do you want to develop what what makes this job rewarding for you a lot of these questions has to do with the same but from a company so why is your company here why what do your company want to achieve who should your company be and to whom yeah and how should you sort of win in your market in your market the part of the market against competitors and and so forth so it's a lot of big questions but make sure that you discuss them well enough to make them very very concrete and yeah yeah and across departments so it's not like a department goal an apartment the strategy it's more like who is we to whom and how are we going to get there and you need to do that as one company with all the departments so everyone wants a journey yeah yeah because that comes back to customer journey if you miss myths out on that and the sales have built a great new sales strategy and we are going to do this and nobody else knows about it okay good luck that's true yeah so those are our very difficult and very easy tips on what to do to align yeah the challenge is never stops it never stops it that's true so creating common goals uh uniting the teams and sharing those metrics i think is very important yeah and just the final a final thing because if you agree with me that strategy eats or culture sorry culture eats strategy for breakfast because culture is something that's in the backbone of every person it's the intuitive knowledge of what to do how to treat the customer and that's more powerful than the plans of the board or the c-suite or or whoever then you have to know that it starts with routines it starts with knowing what to do and uh and having transparent systems and putting things into the system and measuring and then it has to do with with the way we if we do that continuously then we uh we change we change our behaviors and when we change our behaviors over time it becomes an attitude and an attitude shared by many people the same attitude that's a culture so to get to sort of the top level of of what i as a leader at least value the highest a good sales culture a good customer culture a good service culture then you have to start with the routines and the systems at the bottom but you have to do it knowingly you have to be very aware of what it is you measure on and what you put into the systems totally agree yeah that's great insights so we are actually coming to the end of the webinar so let's recap and talk about the impact that sales and service alignment have on your customer base so we know now that happy customers that experience a great customer experience service that feel appreciated through the whole customer journey will be loyal but more than that they will buy more and they will advocate for you and recruit references and this is especially important in with b2b where people look for references and share opinions and hopefully by investing in your long-term relationships with customers you also get them to be your brand's ambassadors fueling sustainable growth like we showed in the slides before and again sustainable growth is all about making the most out of the relationships you build and here's where your serum can support you with these goals and of course if you want to discuss your processes or the alignment and how to get there then reach out to us in super office or our partners paul i'm guessing you will be happy to talk more about the the sales and service alignment as well anytime just go and then we are linked if you want to continue the chat and of course reach out to us in any other channel as well thank you so much for joining thank you thank you bye bye