Commercials? Necessity? Convenience? Tradition or Recommendation? Reviews, Research, Discounts, or simply Impulse?
Some of these make us buy one detergent over another. Others make us buy ourselves a diamond ring, or a vacation for one.
In each case, there are three immovable insights on customer satisfaction that you should consider for your marketing plan. Whether in the stimulation, consideration, or purchase phase of the buying cycle, remember the following.
We look for value. Not personality. In today’s social media-crazy world, businesses can now have one-on-one conversations with customers. This has made relationship-building the panacea of marketing. Facebook, especially, is proposing that profit can be made from “Likes” of your product or company.
But in truth—as a buyer—is it the relationship you have with your seller that makes you come back? Yes, relationships are a reminder. But in business, it’s all about the value.
Better price, better product, better service, better packaging, better shopping bag, better store, better refreshments, better billing system, better delivery service. It’s all about the value of our money, and how it works for us as buyers. Product satisfaction versus buyer’s remorse is our main consideration, regardless of how friendly the salesman was.
Adding value not only attracts first-time buyers, but it forever differentiates yours from other brands.
We wear our beliefs like a badge. As stated in a previous blog article about “Smart Shoppers,” we all have triggers. It may be our personal value for a product or service. We could have emotional reasons for buying a more expensive product. It could be fair labor practices and a strict non-child labor policy that gets us going.
As a business owner, what is your core belief? Is it that of your company’s? Are you letting your customers know about it? Does your staff even know about it?
Passion for your philosophy, and turning it into your company ethos gives your customers a kinship with you. Let it affect everything down to your supply chain, accounting processes, employee training, even the design of your store.
Your store location may be out of the way, but because you support women through a yearly benefit sale, people will make the trip across town.
Your budget menu may cost above the average, but because your employees follow your “fun” philosophy, families with kids will make it a tradition.
Our values are important for liking or disliking brands. We believe that caring for the environment, social issues, as well as attention to detail, and exceptional customer service are values even the smartest of us looks for.
We like the way we behave very much. A lot of money is spent on studying behavior of humans when they exercise their preference. Cameras are set up to observe what they do, how and how often, and what they do after purchase.
Nowadays, sensors trace eye movement as a page, packaging, or TV screen are scanned by the eye. Experts track body language and supermarket shelves are priced differently to represent the value of studies done on buying behavior.
Try to observe your own behavior, and be conscious of others’, especially in your store. Use Customer Experience Measurement (CEM) to gain knowledge on what your customers do and feel in your store. Do your systems flow with their behavior smoothly? Or do they cause anxiety, as they are made to wait inordinate amounts of time, or made to fill out forms and waivers for simple requests?
Behavior should be observed, and not to be forced to change. Adapt rather than resist. Enjoy observing human nature, and embed your business values. Experiment, and make the most of what you already know.