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Why your best salesmen are not whom you think they are

The market has changed a lot the last 10 years. It is not only companies with high budgeted adverts and ads who will succeed. With the development of social media “word of mouth” has got a whole new meaning and power. Your costumers, both satisfied and unsatisfied, will in no time be able to change the perception of your company. Your best salesmen are no longer your employees. I am convinced, they do a good job, but your satisfied customers or customer ambassadors are to a greater extend the best salesmen you can get.

Still not convinced? Then read the rest of this article!

What changed?

You are probably aware that old squared televisions are not as popular as they used to be. Time has changed and so has the business market. The traditional TV commercial now have an competitor, a competitor that has grown a lot – that is social media.

In earlier days, the whole family got together in front of the TV to watch the evening programs only disrupted by a short walk to the kitchen or a commercial break. Nowadays the whole family is sitting with an Iphone or tablet. Everone is following every small step your friends, family or colleagues do online. What they buy, where they travel and what they do. A lot of updates goes viral, and we love reading small success stories and look at sweet cats online. Unpleasant customer service, if anything, will get our blood boiling, which often leads to a severe online debate. A good or bad recommendation from a friend or family seen on for example Facebook means way more than a commercial on TV. That is not something new that recommendation from friends and family is more important to us, but recommendation and complaints are today more official and accessible. Your customer ambassadors are more valuable than ever for your company. They have got a new and very powerful online-voice.

What is going to happen with my salesmen?

Keep them, if you are satisfied with their work of course! If customer is not high prioritized in your everyday already, then it would be a good idea, to begin think extra about it from today. Make it clear for your employees, how important good customer service is. It should not only be good customer service, but amazing customer service, which really can change a lot for your company in the future. Not to forget, all customer service does not have to be sales based and about quick one-time buyers. In the end one customer who has experienced brilliant customer service can be that one customer that converts to an ambassador for your company and collects more customers to you.

There is fuzz about customer ambassadors, how do I get more of them?

It is not “rocket science”. You will get more customer ambassadors when deliver an amazing service and do customer loyalty programs more than once every year so you know how loyal your customers are, and what to do different. When you do measurements often you will quick and effective have the opportunity to get back to the unsatisfied customer. International companies as LEGO and Apple measure their customer service via Net Promoter Score, a scale that only exists of one question and because of that it has a high response rate.

What you should remember from this article:

  • Companies, that are not able to mobilize their customers to customer ambassadors, die in a world, where recommendations and complaints abounds online and hits a big audience in no time.
  • Rethink your customer-philosophy. It does not all has to be about sales! Amazing customer service can make your company more valuable in the future.
  • Be inspired by big international companies as LEGO and Apple. They both have an inspiring customer view and cool business leaders, who manages to create a work environment with space for mistakes, amazing customer service and make do business at the same time.
  • Both Apple and LEGO have had great success by NPS. It is a simple method and because of that the question have a high response rate.

This article was written by Freja Theilgaard.