Inbound Organization

Chapter 24Inbound Service

Today, your service organization is more important than your sales organization when it comes to generating net new customers. This may be somewhat controversial, but in the age of modern buyers doing their research online, examples of tangible customer success matter more than empty sales promises. Potential buyers trust current users who have gone through a recent purchasing experience more than they trust a new salesperson who has a vested interest in closing a deal. Most businesses invest in new sales talent to get net new customers. For inbound organizations, investing in a better customer experience to create a legion of loyal customers, who share their success with others, is a better investment.

Inbound service is about applying inbound principles to your service organization. It includes all the resources that support a customer after the sale, including installation technicians, onboarding consultants, technical support, trainers and education teams, and even account managers and customer success managers.

Inbound organizations define success regarding the individual buyer's goals and expectations. They identify and discuss these goals and expectations during the Consideration and Decision stages of the inbound sales process. Inbound service organizations take the hand-off from the sales team, review the pertinent information, establish control of the customer relationship, and outline a plan that delivers results to ensure ongoing customer ...