First impressions count...
We've all been there: you visit a new restaurant full of anticipation, with specific expectations. And then? See for yourself...
Anne Weber
As soon as you walk in, reality can differ greatly from your expectations and, in the worst case, the experience ends before it has even really begun. Ideally, you will be completely satisfied. Many factors contribute to this: some, such as service and cuisine, are obvious. Others – for example, the work behind the scenes – are less apparent. The sum of all these impressions helps to turn a first-time visitor into a new regular. And that is precisely the point.
Anne: First of all, to clarify the terminology – when is a partner considered new?
Theresa: We distinguish between existing and new customers based on the orders placed in the last two years. If fewer than three orders have been placed with us during this period, we consider them to be new. They now receive closer support and guidance throughout the entire process.
Anne: We have a long-standing relationship with our quality partners and the best specialist retailers – why is it necessary and worthwhile to continue developing new customers into existing customers?
Alexander: There are various reasons for this. On the one hand we still have 'white spots' in some sales areas. We still lack specialist retail partners here. In addition, a healthy mix of new and existing customers ensures the long-term stability of our business.
Theresa: In addition, we naturally strive for growth, and to achieve this, we need an increasing number of customers. Therefore, the goal must always be to convert new customers into regular customers.
Anne: An evaluation shows that we are currently only succeeding in converting 10 % of visitors. What are we doing to increase this rate, and is there a specific target?
Theresa: We are aiming for a rate of 20 % and have already implemented a number of measures to achieve this. A new customer must feel as if they are in our restaurant example. They must feel comfortable and be treated perfectly – throughout the entire process, at every point where they have contact with us. For this reason, the status 'New Customer' is now visible in all IT applications, for example, so that everyone involved is aware of this special feature.
Theresa Krause
“To make the first project experience with Solarlux as smooth as possible, new customers receive closer support. For example, there is more intensive cooperation with the internal sales team, and the technical department also introduces itself personally by telephone during order processing.”
Alexander: In addition, we repeatedly point out that a new customer is not so familiar with our processes and our products – here you cannot assume that they have the same knowledge as a long-standing customer.
Theresa: In addition, we have recently started collecting feedback from every new customer by telephone after delivery. This has already provided interesting insights and forms the basis for further optimisation approaches.
Alexander: To mention some positive feedback as well: within a short period of time, our drivers in shipping have already been praised several times. This kind of feedback often doesn’t get the attention it deserves.
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