How 2020 Ushered In A New Age Of Customer Acquisition

2020 has marked a change in the way businesses operate around the world. Although the full implications of the pandemic are far from certain, there’s no denying that the way customers interact with companies has changed for the long-term.

In a survey conducted by MarTech Series, 36% of respondents made an online payment and 24% of respondents accessed a bill or online statement for the first time during the pandemic.  

For sales teams looking to retain and manage their company’s growth, this means adjusting to the reality of a new normal. In many ways, the changes in customer behavior have accelerated the digital trends that were already in motion before the pandemic hit. Digital marketing, omni-channel solutions, e-commerce, and other online trends have come to the forefront of sales and marketing strategies to align with these preferences.

The Rise Of Digital Sales In The Post-Pandemic World

As the use of digital and online platforms increases, many businesses and companies have realigned their marketing strategies to meet the new demand. Here are 4 ways in which digital trends have redefined customer acquisition techniques for businesses in 2020:

  1. Increase In Digital Investment:

As mentioned, the pandemic has forced many companies to accelerate their transformations from traditional channels to digital platforms. Cost pressures and the necessity for digital communications have shifted company priorities over the last year. However, companies are not just investing time in promoting and advertising businesses online.

To improve customer acquisition, sales teams are also focusing on technology tools that can replace or expand existing technology to upgrade their solutions.  A great example of this is how SMEs and retail chains have embraced omni-channel platforms to deliver 360-degree solutions for business owners and customers. As customer experiences happen in real-time, digital platforms are being tuned to incorporate new technologies to fully provide an optimal customer journey.

  • Building Optimal Functionality:

To increase customer acquisition and encourage brand loyalty, the digital experience needs to focus on a customer’s most pressing pain points and frustrations.  After all, a digital presence alone no longer makes the cut in a post-pandemic world. As buyer expectations increase, sales teams need to provide customers with not just a range of options but also the right ones. Speed, transparency, and expertise take priority in delivering a satisfying customer experience that translates into customer acquisitions and sales.  

  • The Rise Of Remote Support:

Another important outcome of the pandemic has been the need for companies to re-orchestrate the customer experience and the accompanying sales process across all digital channels. With habits and practices evolving quickly, companies have been quick to adopt virtual tech to cope with increasing demand online.

For example, traditional face-to-face interactions have given way to service support by video conference and chatbots. Flexible online payment options, virtual signature options, and online chats are also some other ways in which businesses are adapting to meet the needs of their buyers.

  • The Shift In Spending:

 A survey conducted by McKinsey noted that a sizeable number of B2B & B2C businesses were maintaining or even increasing spend to attract more customers in the last year. A large portion of this budget was however focused on promoting the business on online and social media platforms. In fact, digital interactions were seen as 2-3 times more important than traditional sales interactions.  

As habits and practices change quickly, sales leaders need a clear view of what their customers want and what steps their company can take to address their needs. It’s vital that companies remain adaptable, adopt and maintain authenticity in client relationships to stand out in a post-pandemic world.

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