So what exactly do customers want?
Well, the marketing exchange is when people give you money for a product and they expect it to satisfy their need for why they bought the product. Let’s face it, if a business can’t at least meet this simple expectation, then that business is in trouble.
Ideally, you’d like to exceed customers’ expectations so they walk away impressed. That’s the customer-service component of running a business — taking it past the basic exchange process where customers give you money and you give them a product to where they feel they get “more than their money’s worth.” That practice is called reinventing the customer experience.
If you’ve read any of my blogs, you know I’m a statistics gal. Here are a few customer-service statistics you may find interesting:
If you want to exceed your customers’ expectations, you need to give them a “WOW” factor. That means adjusting your business so it exceeds basic exchange expectations and produces a positive, unexpected impact with customers. That unexpected factor is what sets you apart from your competitors.
So what is that unexpected expectation your customer will be pleasantly surprised with? I don’t know, and I bet you don’t know either — unless you’ve asked them that question.
You need to ask your current and potential customers what would set you apart from your competitors. Ask them what you need to do that will have them saying “WOW” after they have bought your product or service.
Some businesses feel they don’t need to ask their customers about what will get them to say “WOW” after a purchase. They believe they know that their customers are driven by price, the quality of the product, the speed in which the product is delivered, or perhaps how close the store is to the customer. But you know those are obvious benefits. And obvious benefits are probably also being provided by your competition.
To set your business apart from your competition, you need to discover the non-obivous elements that are important to your customers.
What will get those customers to really say “WOW” and get them on the road to becoming customers for life? After all, a single customer for life (on average) will tell seven to 10 others about the WOW factor that your business delivers.
So, ask and you get, don’t and you won’t.
The answers to those three questions will not only help you create customers for life, but they should also become the basis for all your marketing messages.