A person lives through thousands of experiences in their life as a customer. And many times we go to the same store and consume the same products, we have accumulated feelings, sensations and memories about all this. We are strongly guided by an emotionally involved satisfaction that causes us keep our loyalty, our confidence, and therefore we recommend to others and consume again. What motivates us to keep going back may not only be because the product met our needs, but because all that was involved in solving the problem when buying the product was a pleasant experience. And we know that much of what we remember about a purchase involves the emotional, how we feel about what we experienced and the benefit we had. So there is logic in keeping an eye on the whole customer experience process. Let’s talk about it.
Companies, some at least, usually start at the end. They want to find a good product to sell. The hope is to have customers and from there continue selling to new customers who would always arise. The base of the pyramid isn’t solid because it is based on a potentially easy to copy product, which can become outdated, you need constant updates in a universe of new products emerging every moment. In this context, that which keeps someone as a customer is far from being the only the product.
As consumers, we want to be satisfied. Satisfaction involves corresponding to an expectation. And each person has very particular, and of course unique characteristics. Fully predicting what will satisfy a customer is virtually impossible, but it is entirely feasible to treat them as unique. How is this done? However much a product cannot be changed to suit a specific person, you can customize the service for example, or delivery logistics to meet the wants and needs of each customer. The point is to maintain a constant dialogue with the consumer, relating to them and getting close enough to know them very well.
And how difficult it is to maintain a relationship! We know from our personal lives that constant efforts are required to give attention to, maintain frequent contact with and try to understand what will make the person (and ourselves) happiest. We talk about matters of common interest, in short, we are present in the life of another person with good times and good memories. So it is the relationship between a consumer and a business; There’s no difference. Not rarely disappointments happen, causing a devastating effect on the customer experience, and a feeling of injustice begins to emerge. Of course, they did business with a company and hopes that there is at least an interest in solving any problem that arises, especially after purchase. And that when they need something, they make a suggestion and state their opinion, they would like there to be a readiness to be heard. We all desire interest and respect: the two great pillars of good relationships.
Some actions that might be interesting:
– Keep track of your customers and their habits. Create a CRM (Customer Relationship Management) system in the company, if there isn’t already. A valid process to help gather this information is to create something connected to loyalty, such as a loyalty card, with some linked benefit (which works very well). Simply adapt it to the audience, facilitate their access to participate and publicize it properly. The idea is to cause the customer to remember your company and have a greater tendency to choose it, because their link to it is higher than that of the competition;
– Most people care about details. Develop your service team to be able to practice certain behaviors and pleasantries with customers. Spare no efforts for everyone to understand and express themselves sincerely, and in their own way, while they do their work. Have a good day, the most traditional of all, and accompany a handshake with a smile. It could be water a little cooler, coffee a little hotter, a temperature more appropriate to the environment, showing that the person is really important and that there is an interest in making them feel good. And who in this life was not pleased by these small gestures?;
– Monitor the satisfaction of your customers and be aware of the concern of meeting their expectations. Most customers have it in their mind that the attention of companies lasts up to the sale. Show that this is not true. A satisfaction survey will help them understand this, as well as the fact that it is accompanied by solutions, thanks for having collaborated and whatever else can be done to reverse any undesirable dissatisfaction;
– Exceeding expectations causes good memories to be born. People who are surprised by their experiences tend to tell others about the good thing that happened to them, and maintain a certain closeness, in search of more good experiences. Performing at least the actions listed above, that which will not lack is the opportunity to do the best for your customer.
Big surprises or just great attention to small details. What people want is to be understood, respected and heard. Customers are demanding with these points because they have all what the market wants: their consumption, their needs, their satisfaction and their recommendations. That companies understand how important the customer’s memories are important to their business, especially those of excellent experiences. A lot of hard work and success!