{"id":17553,"date":"2016-04-11T22:41:23","date_gmt":"2016-04-11T22:41:23","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/the-next-best-action-should-aim-to-help-not-sell\/"},"modified":"2025-02-18T18:04:48","modified_gmt":"2025-02-18T18:04:48","slug":"the-next-best-action-should-aim-to-help-not-sell","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/the-next-best-action-should-aim-to-help-not-sell\/","title":{"rendered":"The Next-Best Action Should Aim To Help, Not Sell"},"content":{"rendered":"

This article was originally\u00a0written\u00a0for CMO.com and\u00a0first appeared there on March 18, 2016.<\/a><\/em><\/p>\n

A good experience with a product, service, or business used to be enough to generate loyalty. But now consumers have access to companies from around the world and can interact with them across social media, email, and other channels, drastically ramping up competition for future purchases.<\/p>\n

\n

Price point is usually a major determining factor in where to buy. An opportunity exists, however, to create the kind of loyalty we\u2019re all after if our post-sale customer interactions aim to satisfy, not sell more.<\/p>\n<\/div>\n

In other words, the recommended \u201cnext-best action\u201d doesn\u2019t need to mean the \u201cnext-best offer.\u201d Brands truly committed to customer satisfaction focus on informing and educating. For every sale, marketing teams ought to identify and recommend the next-best action for the customer to take to maximize his value and utility of the product or service. This breeds loyalty to gradually compel a second conversion. Delivering relevant, useful information keeps the customer engaged and continues the evolution of the relationship.<\/p>\n

A brand\u2019s best, most loyal customers should be held up as the goal for every customer. These are consumers who enjoy buying from a brand, recognize the value of the relationship, and actively engage. But that doesn\u2019t just happen. Only when a brand provides information most relevant to the user following a purchase can an interaction continue. This element of personalization has helped companies offer premium service to customers after conversion and reintroduce them to the conversion funnel without immediately jumping to the next sale.<\/p>\n

Identify the Next-Best Action for Your Customer<\/h3>\n

Using the next-best action has helped service providers, in particular, create positive customer relationships. For example, a wireless provider can provide new customers with a number of complementary service options. After a consumer purchases a smartphone and a new plan, the service provider could immediately offer information related to mobile bill paying, personalized video bills, and other options that make the company stand out as a solid provider without pushing for another sale. When it\u2019s time for the consumer to spend more money, she will likely remember the exceptional service she received.<\/p>\n

This concept applies across industries, as well. When a consumer purchases a designer handbag, correspondence that highlights the best way to care for it keeps the consumer engaged. A family that just purchased a new dining room set may be receptive to other ideas for interior design. The idea isn\u2019t to make an immediate, second sale so much as it is to satisfy and engage the customer.<\/p>\n

Again, the relationship shouldn\u2019t end once a brand has a customer\u2019s money. The sale is just one step in the process, and treating it as such sets brands up for lengthy, positive relationships with their customers.<\/p>\n

Consumer Profiles and Personalization Lead the Way<\/h3>\n

The key to selecting the next-best action is to understand the specific needs of each customer. Even if two people purchase the same product or enroll in the same service, the features and information to keep them engaged will likely be different for an unmarried man in his late-20s and a married mother of two.<\/p>\n

Personalized engagement calls for a greater use of customer and other data. One-to-many marketing practices don\u2019t register with consumers anymore; the general acceptance of e-commerce as an alternative to in-store shopping means they can seek the best deal or company from anywhere. When the first brand-consumer interaction following a sale is a recommendation to spend more money, the company is banking on the customer having an interest in an item. Instead, brands that leverage data to ensure their customers get the most value out of the first sale increase the likelihood of keeping those customers engaged in the conversion funnel toward a second sale.<\/p>\n

Customers haven\u2019t wavered from brand loyalty just because they have more options. They\u2019re just aware they have more control and want to ensure they\u2019re getting the most for their money. Creating loyalty with customers is entirely in the hands of the brand. Companies that can recommend next-best actions to educate and inform, rather than sell, are in position to keep customers coming back.<\/p>\n","protected":false},"excerpt":{"rendered":"

The key to selecting the next-best action is to understand the specific needs of each customer. Delivering relevant, useful information keeps the customer engaged and continues the evolution of the relationship.<\/p>\n","protected":false},"author":7,"featured_media":19971,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[109],"blog-topic":[78],"class_list":["post-17553","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-service-and-support","blog-topic-customer-care"],"acf":[],"yoast_head":"\nThe Next-Best Action Should Aim To Help, Not Sell | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/the-next-best-action-should-aim-to-help-not-sell\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Next-Best Action Should Aim To Help, Not Sell | SundaySky\" \/>\n<meta property=\"og:description\" content=\"The key to selecting the next-best action is to understand the specific needs of each customer. 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