Do you seem to be losing customers lately? Is your customer base and sales simply not increasing? Consumers are telling you all of the time what they want, but are you paying attention? Do you genuinely listen to what they want? Or do you feel comfortable with the way things are?
Here are five things that consumers want from a business both online and offline:
1. Privacy
Online: Consumers do not want you tracking where they’ve been on your site and they certainly do not want you selling their information if they make a purchase.
Offline: Is it necessary to ask us our phone number prior to making a purchase? Many consumers don’t realize upfront that by giving you this information, you now put us on your mailing list. They soon figure it out, and it sometimes leaves a bad taste in their mouth.
2. Good customer service
Online: If a customer needs to contact customer service regarding an issue with an online order, they expect a timely email reply and one that resolves the issue. One thing that consumers dislike is waiting more than 24-48 hours for a response and one that is a form letter, which tells us A. you really didn’t look into our issue and B. we are treated as a number.
Offline: If a call needs to be placed to a business, consumers expect a live person, not a computer, answering the call. If the issue is handled within the place of business, we expect professionalism, not an employee who takes our issue personally.
3. Appropriate training of your employees
Online: This continues with contacting customer service either via Live Help or email. Consumers expect an employee that can resolve the issue without having to continually defer us to someone else.
Offline: Consumers don’t want to hear about Employee Sally’s date with Bob as they wait at the check out. They also don’t want to ask for help, only to be treated as if they are an inconvenience.
4. Value
Online: Now with such sites as Bizrate.com, consumers can compare prices for products from various businesses all at once. Consumers are well aware of price gauging and will stay far away from businesses that practice this.
Offline: Consumers want distinctive quality items for a good value and if you are unwilling to offer it, consumers will find a business that will.
5. Consumers want their expectations exceeded
Online: A website that is easy to navigate, easy to find what we are looking for, with practically zero bugs; consumers want a pain free experience on your website.
Offline: A clean store, an exceptional employee who goes the extra mile, customer service that makes us feel valued and important; these are things that will exceed our expectations during our shopping experience.
A happy consumer is one who will become a loyal customer. A happy consumer is one who will bring you revenue through referrals. A happy customer is one who will drives your sales and will keep you in business year after year.
What do you feel consumers want?
Posted by Shannon Nelson on November 10, 2006 9:22 AM
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