Technology is giving companies an unprecedented view of their customers: demographic data; Buying preferences; Behaviors that indicate intention to buy; And analytics that enable them to develop expectations about how customers work during the buyer – seller relationship. Those capabilities are new and in many cases, hold a lot of promise.
However, as we expand our capabilities to understand the customer through technology, it can be easy to ignore the fact that customer expectations are also changing. Buyers want an easier buying experience, and they want to feel as if they are being sold as consumers, not as consumers.
Too often businesses miss the “relationship” part of CRM and create processes that run directly to customer expectations. While those expectations are changing, they have not been unexpected.
What customers expect from businesses
Easy stuff should be easy. Customers expect that obtaining basic information about a company should be a snap – a visit to a website should present clear information at a glance.
How customers can contact the business, what it sells, where they can buy it, how they can solve problems, and other basic information should be readily available, without customers having to go on the hunt without any discounts Forcing (website search is ideal for this).
The more complex your product is, the more things fall into the “easy stuff” bucket, so think like a customer and make sure you provide answers to the most pressing issues. Keep an eye on things customers call and email, as they point to things that are not easy to find.
Make sure your site makes information easy on mobile devices as well. Customers use their devices more than they use their PCs, so it makes it easier to find information on one platform because it is on another. There is no point.
Your marketing should give me value. Customers expect a return when they listen to you. Sending an email with your potential customer’s name in the subject line is not enough. You have to provide customers with something that provides enough value that the customer feels it was worth the time to see.
Virtualization of marketing materials is much more useful than personalization; By understanding who the customers are and providing marketing materials to specifically focus on their needs, you can move from a proud spammer to a company that is a reliable source of information, and one that helps customers succeed Demonstrates his intention to help.
If you want me to choose you, try to make a choice. Customers are expected to remain active and present during the decision process even if the seller is not in direct contact with the sales process.
The customer journey should be opportunities to discover the best purchase to meet the needs of a buyer. If you want to be a part of that journey, then you need to be active to make points within it.
This means being serious about mapping your content and creating the necessary content to fill in the blanks. It also means that responding to buyers on social media when there is a conversation you can contribute to it. It is not enough to set up a storefront and expect customers to wander – you need to be proactive to attract their attention and show why you are the best option.
If I am ready to buy, ready to sell. When customers are ready to hand over their cash, companies need to ensure that deals are done – not at the pace of the company’s processes, but at the speed that the customer expects.
Quote works against the ideal of sales acceleration in the completion of deals with manual processes for creation, approval, contract signing and other easily automated activities, and in this day and age it is disrespectful to the customer’s time.
Worse, some companies have Byzantine internal processes that can delay deals for reasons other than meeting internal demands. Ask yourself what’s more important: the plight of closed sales and happy customers, or the insider who insists on the process of working a certain way?
When I have a question, you must have a satisfactory answer. Customers expect your business to specialize in your business, and this expertise is delivered through service and support.
The service has been called “new marketing”, and it very rarely reduces the things done by actual marketing, the truth is that support can keep customers from churning, and turn unhappy customers into satisfied and loyal people is.
To do this, companies must equip their service agents with two things: knowledge about products, given through training; And the power to make changes to keep customers happy. “I don’t know” and “I can’t do anything” are not acceptable answers.