Steve Thurlow explains the concept of the 'service/sales continuum' in building customer value.

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Many people talk about 'adding value' in the context of the customer/seller relationship. Surprisingly however, when we scratch beneath the surface of this idea, we've found there's often not much 'value' and it's very rarely 'added'.

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In normal times responsibility for sales obviously lies with the sales-force. Hardly surprising given these are the people with both the opportunity and the capability to sell. But what happens when times get tough? What happens when, because of economic uncertainty, or lack of liquidity, or a simple crisis of confidence, customers simply stop seeing sales people at all?

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How to equip your service people with the skills to create real customer and sales value at every customer touch point; every time.

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Recovering service - and customer goodwill - is easier said than done, especially in today's uncertain economic conditions. Steve Thurlow says there are significant benefits for customers and the company when its service and sales teams work together to deliver added value.

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When a company relies on a network of national service teams to provide Europe-wide service, it is vital that they use a mode of communication that is appropriate to their market, consistent with their sales teams and helps them effectively realise business opportunities. IMS Health discovered the benefits of combining local expertise with consistency when Huthwaite were retained to deliver a pan-European solution to their needs.

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Medtronic customers benefit from a seamless high-quality experience through closer alignment between the sales team making the initial deal and service functions that subsequently manage the ongoing relationship.

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As part of a broader drive to reinforce its total brand proposition in this new competitive environment, Manx Telecom turned to behaviour change specialist, Huthwaite International, to review and enhance the performance of its sales and customer service teams.

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Recently, the credit crunch has bitten with a vengeance. And for many, one painful outcome has been to see their new business pipeline all but dry up – putting unprecedented pressure on customer retention as critical to survival. Tony Hughes, MD of Huthwaite International, shows how customer service should sit at the heart of your sales effort.

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