Recently, I stumbled upon a quote that said something to the effect of, “…customers don’t care about your logo, they care about what you do”, and it got me thinking. Marketing strategies for any business are moving towards [and are more focused on] a more human to human approach. A more customer-centric approach will add value to your business by enabling it to differentiate itself from others who do not offer the same experience.
To help answer some questions that may come to mind when crafting a more customer-centric strategy, there are some things that you [first] need to know about your customers.
What Your Customers Wish You Knew About Them
- Holistic Customer Experiences Begin With Love
According to Customer Think, your customers’ needs are pretty simple. They want everything to run smoothly, to not be taken for granted, and to have a satisfying experience when interacting with a brand. The customer experience is where technology and humans come together and (more importantly) where meaningful journeys are forged and cherished. Yifat Mor of Customer Think mentioned, “They say you can’t buy love and that is true, but you can earn your customers’ love quite easily nowadays by making some adjustments.”
Quick Tips: See how much they really love you, and show that you value them by getting their feedback. Tools like Survey Gizmo and Survey Monkey, for example, allow you to easily and quickly create surveys to send to your customers via email.
- The Way They Are Treated Impacts Their Lifetime Value
Customers prefer and value good service more than fast service (quality over quantity). Now, this point could be applied to a barrage of tactical solutions, but let’s stick to some key facts related to the value of a good service experience. A recent report from Dimensional Research revealed some interesting, long term benefits of providing good service to customers.
- Participants of the research report ranked customer service as the #1 factor impacting their trust
- 62 percent of B2B and 52 percent of B2C customers purchased more after a good experience
- 66 percent of B2B and 52 percent of B2C customers stopped buying after a bad experience
- 88 percent have been influenced by an online customer service testimonial when making a buying decision
Points ‘b’ and ‘c’ are so critical in supporting the fact that your customers could very possibly dump you after a bad experience.
Quick Tips: According to Salesforce, 50 percent of mobile users prefer to use a customer service app to resolve their customer service issue before calling.
Increasing opportunities to intercept any issues your customers may have along their journey, such as social media customer service, live chat, a free mobile app or SMS text support, will increase the likelihood that they will love you forever.
- They Expect & Will Pay For Personalization
According to a report form RightNow, 86 percent of consumers will pay up to 25 percent more for a better customer experience.
From an optimized customer journey to personal follow-ups—there are many ways that you can personalize your customer’s experience from start to finish. Perhaps you can reach out to your best customers and ask them what they really want from you. Acquiring voice of the customer insights, for example, can act as predictive intelligence or (rather) a way to predict their interests and needs based on real-time data. Building a highly personalized customer experience doesn’t have to be complicated. You already have a lot of data at your fingertips which comes from tools like your CRM database (Salesforce, Sugar CRM, HubSpot CRM, et cetera), Google Analytics and even details from within your Social Media Reporting.
Quick Tips: Begin using the data that you already have to add more personal messaging to your customers by doing things like adding personalized thank you pages after submitting a form or a survey, personally follow up on social media or via email, and sending transactional emails (thank-you’s). You can always consult the experts, too. Most firms enjoy partnering in crafting your customer-centric strategy and have no problem helping you assess where you need help the most. Heck, we do it for free.
- Customers Will Remember You, If You Remember Them
Your customers most likely get hundreds of automated emails per day with the lot of them being impersonal. If you’re subject line stated “Open this, you. 1 Million Bucks Guaranteed!”—they still wouldn’t open it. Sure, that subject line is borderline spam, but perhaps if their name was included it’d be a slightly different story. There’s nothing like getting an email addressed to “Hi Sir” from “do not reply”—ugh. Personalize everything you send to your customers, like emails that are going to and coming from a human (and make sure it’s the correct human).
Quick Tips: Use automation within your email software to help manage this. Some great marketing automation software with email capabilities to look into are MailChimp, HubSpot and Marketo. Most of the platforms will integrate with your CRM data as well, which will make personalization a lot easier.
- Do You Have A Brand Story To Tell? Do It—Customers Love It.
Three things about storytelling:
- A well told story is one of the most persuasive ways to write or speak.
- Stories have always played an integral part of being persuasive.
- Stories trump data all-day when it comes to persuasion because they are easier to relate to.
It’s science: Our brains become more active when we tell and listen to stories. Customers will, in fact, become more engaged just by reading or listening to your narrative (whatever it may be). This becomes a personalization method by association, in that your crafted story will be able to reach your customer on another level beyond simply typing their name into an email introduction.
Quick Tips: As you are coming up with your brand’s stories, use references like the “Content Marketing Framework: Story” from the Content Marketing Institute or “How to Tell an Effective Story with Content” from Convince & Convert to get your wheels turning. Once you get started, you’ll be surprised how many stories you have to tell.
Distancing ourselves from a singular “B2B or “B2C” marketing mindset, and more towards a collaborative strategy, will really go a long way with our customers. Yes, it is a ‘given’ that customers want a good, valuable and memorable experience—but the biggest and most important takeaway from this is that there are ways to use what your customer thinks, feels and does to make that experience the BEST experience to keep them coming back for more.
For valuable advice and tips on finding out what you need to know about your customers, feel free to reach out to us—we’d love to hear from you.