Ryan Hollenbeck, CMO at Verint, joins us to discuss the customer view within world-class CX programs.

Often, those who are in a selling role find it challenging to distinguish the customer journey from the buyer journey and what that means for them and their quota. However similar they may seem, their touchpoints, and the overall experience for each requires a unique skill set to keep a customer for life.

 

In his second segment, Ryan Hollenbeck, CMO of Verint, discusses how to manage the buyer and customer journey from end to end. Ryan shares the implications of failing to execute a strong CX program for not just sales, but the entire organization.

 

Click here for the full podcast version of this interview.

 

Segment 2: Managing the Customer Journey

 

  1. How Verint’s listening paths have evolved over the years. minute 5:28 
  2. Identifying the separation between the buyer and customer journey. minute 7:08 
  3. Establishing a baseline customer journey across multiple products. minute 8:50

     

Skip to minute 9:55 to hear Ryan and Matt discuss the numerous touchpoints in the customer journey that can impact the overall experience:

 

“We look at it as certain key inflection points that are, they’re kind of obvious, actually. It’s during an implementation, for example. It’s during a buying process and when negotiations take place and you’re engaging not only with your account executive but also with our legal team… Each of these has very specific feedback that you need to be in front of it and on top of it or else you’re kind of on your back foot as you try to respond.”

 

See more of Ryans interview here:

 

The Makings of a World-Class Customer Experience Program

 

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ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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