Find Out What Your Customers Want And Expect...Before Your Competitors Do
Coming up with your own competitive advantage is not easy. A good place to start is by asking, "Why do people use your business now?" You can write down several reasons that come to mind, but you should also ask some of your regular customers why they keep using your business. Their answers may surprise you, and give you some ideas on how to keep them coming back and attract new customers as well.
Satisfy your customers or someone else will. Your prospects and customers can give you important feedback, both directly and indirectly. Customers are looking for 4 things when they engage in business:
1. All Customers want prompt and friendly service. This means having a frontline person who is friendly and who can give them what they need right away.
2. All Customers expect their problems solved. Your customers come to you because they have a problem that needs fixing. They need help. It is a common-sense that they will not need you if they do not have any problem, right? You get paid for your efforts.
3. Most Customers expect you to have flexible policies. Do not tell them “Sorry, it is company policy,” or “Sorry, we cannot do that.” That is the quickest way to lose your customers. Your clients would want to hear instead that you can be flexible – enough to give them what they need.
4. If you make a mistake, Customers want you to fix it and give a little extra in return. It is not just taking care of your customers when you make a mistake. If you want them to come back, you need to go one step further and do something extra for your customer.
Customer service is not just about face-to-face business. Is your Web presence a liability or an asset? The answer may surprise you. A recent survey determined that Web-based customer service is severely lacking. The main two complaints by customers are:
Emails from customers went unanswered.
Not many web sites offer live chats with customer service personnel.
When it comes to selling yourself on the Internet – and let’s face it, before you can sell a product or service you have to sell the customer on you – there are a few key points that can tip the scales in your favor with online customers.
Here are the 9 most important things experts say customers want to know about you.
How your business is unique. Answer the question "Who are you?" as interestingly and compellingly (and honestly) as possible. Be concise too, "You don’t need to write a novel."
A clear sense of what your company offers. It’s incredible how many sites you visit and you’re not sure what the company offers. Make it a priority on your home page to provide at least general information about your products and/or services, with links to specifics on a Products page.
Contact information, including a phone number and physical location. Many internet based business are purposely vague about their business location. By showing a physical location to your business, even if you will never see customers there, comforts potential customer that your business is real and legitimate.
Third-party validation. Potential customers want to know whom you have done business with in the past, and what current customers have to say about your business. Also, having a blog or presence on social networking sites, especially those catering your industry. This is an increasingly popular form of validation for today’s customers.
Ease of use and navigation. If people can’t find it, they can’t buy it. Keep your sites crisp, clean, and easy to navigate.
Clear guidance on your processes. Let customers know, step-by-step, important things such as how to order—and where to go and what to do should something happen out of the ordinary.
An ability to give feedback. Encourage feedback about your products and services, your ordering process, and your site in general, by providing a feedback mechanism—either feedback forms or e-mail links. You might get some good stories to feature on your site or in your blog.
Clear calls to action. Give your customers clear call to act, be it "Buy now" or "Sign up for our newsletter" or "Click here for more information." Many web sites miss the opportunity and do not provide calls to act, or they don’t present them clearly enough.
Special offers and personalization. By personalizing a sale with a coupon, special offer, or incentive, you can gain the edge on bigger companies. Having a personalized touch, is something you can do that many big businesses can’t.
As you plan for 2010, ask yourself these questions:
1. What do my best customers want most?
2. What does my company do best?
3. How can I discover these things?
4. What is the first step I/we need to take to answer these questions AND put those answers into action?
In the end be prepared to possibly be taken back from what your customers truly want. Sometimes they request either very odd things from you, or simply request things that you just can not even comprehend. Just do your best.
Virgil Griffin, CEOGBN Web Development, Inc.
708-359-0701
