While many businesses will swear and declare that they have always been 100% dedicated to their customers and customer service/satisfaction, the cold, hard truth is the opposite. Of late, marketing has been quite ego-centric – ‘we offer the best/fastest/cheapest delivery’ or ‘our product is the best’. We’ve lost customer focus and they have had enough. In order to regain their trust, their patronage, their hard earned money, we need to renew efforts to build value around our customers – not the channel or even the product or service.
How to do this
Learn who and where your customers are
Nothing says that you know nothing about your customers more than being in the wrong place, speaking in the wrong ‘language’ and not knowing who they are and what they want. For example, you’re a restaurant appealing to a Gen Y demographic – if you don’t have a presence and images of your food on Instagram then will think you don’t ‘get’ them. Go beyond mere demographics and research the psychographics – learn what they are all about.
Transform the customer experience
Today’s customers want more – more connection, more engagement, more information, more, more, more. And if you don’t provide it then they will simply move on (telling everyone while they do it). So how do you achieve this? Create experiences rather than just selling them a product or service. Engage on social media, answer their questions, respond to their comments. Provide unique content in the format they prefer in order to inform and connect. Ensure their experience in dealing with your business is first, and foremost an easy and enjoyable user experience.
Embrace the mobile mind shift
Mobile devices are here, and here to stay. Make sure your customers can easily find what they are looking for on their mobile devices.
Turn big data into business insights
There’s lots and lots of data out there that can explain who your customers are and what they want from you – use it. Go beyond simple sales figures and use the data you have to gain valuable insights into your customers.
Become a digital business
Even if your core business is a traditional, bricks and mortar business, by becoming a digital business you will ‘be’ where the customer wants you to be. Your digital footprint will allow customers to research you, learn about you, begin to connect with you while allowing them to enter your sales funnel at any point. They don’t need to wait until they are in the area and see your signage, they don’t need to wait until opening hours to find out information. Being a digital business means that you are where they are, when they want you to be.
Your customers are potentially the most valuable asset your business has in today’s market. Refocus your efforts towards them and reap the benefits. Contact the team at Website Design Centre to learn more.
