Customer Experience; Are You Causing Your Customers to Look for Greener Pasture
When marketing a product or service, there are many different variables that get considered. Price, use, need, competition and quality just to name a few. So, the marketing team comes together and makes a plan on how to push X product to get Y result. But, with today’s market the way it is, is that really the only thing marketing should be looking at?
Marketing is not only about the product or service, but it’s also about the whole customer experience. Something that is being mentioned over and over again in Hubspot and Forbes and even Harvard Business Review is the fact that the customer is on, what is called a “buyer’s journey.” This journey is a metaphor for all the moments that a company can come into contact with a client before the final decision is made. These moments of contact get overlooked especially when a customer is already established with your brand. Many companies seem to think “ Well they bought from us before so they will buy from us again.” That isn’t necessarily the case.
Though they used you before and maybe didn’t complain about the product or service, was every interaction between your customer and your company a successful interaction? Meaning, did your sales team check to see if needs have changed? Did your customer service person answer all questions or even offer other alternative solutions? Is your customers industry heading for a change and that might influence their needs down the road, and you’ve put options before them before they could even think to ask?
Customers today, are always looking and researching for what is better than what they have. I call it “Green Yard Envy” With all the information coming at customers today, every interaction has to be impeccable, from the greeting on the phone to the way the product or service is presented and used. Otherwise, your client is looking over the fence at the competition next door.
A client of mine had received a sales call from their salesman that was putting together a proposal for some new equipment. This client asked the salesman if they wanted to see the back of house process to get an idea of what their needs might be. The salesman passed on the opportunity and basically lost the sale because he showed he wasn’t interested in what might have changed in the clients back house process and made the assumption that he knew the client well enough to make the proposal. That was a point of interaction lost, and now that client is looking over the fence to see what’s greener on the other side.
I recently started shopping at Publix as I am new to the south. Kroger, which is closer to my home and in some cases, cheaper is a brand I am familiar with, but I choose to drive further to shop at Publix, why? Because at every point of contact with Publix the experience is nicer and friendlier. I have found the staff there friendly and happy. I was most impressed with how happy everyone seemed to be from the employees stocking the shelves to those working the meat and baker’s counters. I also find Publix to be better lit, and that makes me perceive it as cleaner and fresher.
Looking at all the moments your company comes into contact with potential and current customers is vital in your marketing strategy. Creating a plan that keeps the experience consistent and satisfactory to the client is critical. Without this attention to detail, opportunities are lost for making someone loyal and even a brand ambassador for you. When Clients are happy at every point of contact, they will share it with others. Having clients as brand ambassadors is the best and most effective marketing you can have.
Source: Pace Feed
