Gartner Research

Use the Sales Organization to Set the Stage for Customer Engagements

Published: 15 October 2013

ID: G00257616

Analyst(s): Patrick Stakenas


The sales function is often the first and most frequent contact point when engaging with customers. A positive experience with the sales force and IT organization will bring customers close to the organization, while a negative experience is often unrepairable.

Table Of Contents
  • Key Challenges



  • Extend Face-to-Face Selling, Which Exemplifies the Active Aspects of Customer Engagement, to Customer Service and Other Customer Touchpoints
  • Link the Emotional Aspects of a Customer Engagement With the Touchpoints of the Rational/Active Elements of the Customer Experience, Leveraging Positive and/or Negative Experiences to Build on the Overall Engagement
  • Continually Reaffirm the Customers' Relationship With Your Organization by Proving They Made a Smart Decision Going With Your Organization; and by Illustrating Value, Quality, Attention to Detail and Innovation Supporting the Logical Customer Engagement All the Time
  • Never Waver on Values, Such as Community Service, and Credibility During the Selling Process and Ongoing Account Management

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