Customer experience is sales: why every customer experience is revenue

There is a stubborn little wall in many organisations. On one side sales, bringing in new customers. On the other side everyone else, marketing, support, delivery, project management, who serve the customer afterwards. Two worlds, two departments, two goals.

That little wall costs you money.

Because a customer does not make that distinction. To them every point of contact is one experience. The email that goes unanswered, the promise that is not kept, the conversation in which they feel like a number: it all counts. And it decides whether they stay, buy more and recommend you, or quietly leave. In other words: every customer experience is sales.

Why in B2B everything is sales

I sometimes say: in B2B everything is sales. Not because everyone has to start pitching, but because everyone with customer contact helps decide whether someone becomes a fan. The consultant who listens honestly, the support colleague who turns a complaint into a gift, the project lead who keeps their promise. They sell just as hard as the account manager, only without calling it that.

How customer experience turns one euro into three

Think of the funnel the way most people see it: leads at the top, the first euro at the bottom, and then you are done. But to me that first euro is not the end. It is the beginning. Because how do you turn that one euro into three? By helping the customer so well that they come back, grow and bring others along. That is not a matter of selling harder. It is a matter of a great customer experience, all the way through the chain.

The Customer Experience Model for everyone with customer contact

And that is exactly why the Customer Experience Model is not just for salespeople. The six elements, honest and relaxed as the core attitude, and then your beliefs, content, process and form, apply to everyone in contact with customers. Read how the model works in this article.

A customer does not become a fan through one department. You turn customers into fans together. Break that little wall down, and your customer experience becomes your strongest sales channel.

Curious where your organisation stands? Take the free scan and score your customer experience on the six elements. Want to bring everyone with customer contact on board, take a look at the Customer Success Training. And you can read the approach behind all of this in Sales, Honest & Relaxed. How you become a brand people love buying from, you can read here.