Primero Systems Blog

CLARITY Wednesday: Customer Acquisition in Focus

The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is only 5% to 20%

Driven by the explosion of cloud services, mobile technology, and artificial intelligence, the sales process has transformed. Buyers are much more informed than buyers of the past, and even B2B companies expect the same seamless experience that B2C companies like Amazon provide.

3 Customer Acquisition Facts Worth Considering:

  • Digital transformation in the customer acquisition space isn’t removing the necessity for personal contact, instead it is enhancing it due to the advances made in data capture, storage, and mining.
  • You can expect that prospects learn of you by way of blog posts, FAQ’s, social media, white papers, emails, sales decks, and various other digital touchpoints.
  • Acquisition is a combination of customer service, customer satisfaction, product/service quality and other attributes which are all directly affected by your technology choices.

Assess the Value of Customer Acquisition to Your Organization

Customer acquisition is no longer only about getting your generic message to the masses. It’s more about personalized messaging based on a history of interactions and respecting the prospect’s previous journey and expressed desires.

What value do you place on enhancing customer acquisition initiatives by using technology to capture data and to enable the continuous testing of new marketing channels and approaches?

Determine Your Organization's Related Pain & Frustration

In order to fully assess your level of pain (and frustration!) it’s helpful to know where you want to be. So…what does good look like?

A low pain example of Customer Acquisition would be: We have existing software and data analysis tools to provide the key marketing and sales insights needed to fully capitalize on customer acquisition opportunities.

What is your organization's level of pain as it relates to Customer Acquisition?

The CLARITY Assessment™

In the CLARITY Assessment™ we focus on 7 key company objectives. Above, we touched on Customer Acquisition, which is one of 5 categories related to the broader objective of Customer Relations: 

Customer Relations  

  • Customer Experience
  • Customer Service
  • Customer Retention
  • Customer Acquisition
  • Customer Enablement

Learning & Development  
Agile Operations  
Risk Management
Information Technology  
Technological Innovation  
Yield (Financial) 
 
For a deeper look, you’re invited to take the CLARITY Assessment™, to identify your priorities and highest ROI in your company’s own digital transformation journey.

Learn more here. Or if you’re ready to take the assessment, start here.

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