Your clients expect quite a lot from you, particularly in our current age of fast communication and digital connectivity. Customers want to know who you are as a company. They want to have a specialized user experience. They want access to the best content available in terms of your product or services. And above all, they want to have all that information readily available and easily accessible. An emphasis on high-level connectivity is by no means limited to the factory floor. Your business’s communication streams and customer journey needs to perform at an equal level to the efficiencies produced by networking and big data used in your manufacturing processes. Here is what your clients expect from you in today’s market.
Understand Your Customer
First and foremost, if you don’t know who you are selling to, or providing a service for, there is no reliable way to meet the needs of your customers. Understanding your customers is the first step in the sales process, whether you are dealing with enterprise-size businesses or individual consumers. You need to understand their pain points and know how your product can make their lives easier or help them achieve their goals. It’s critical to understand who your customers are, how they are buying your product, why they might decide to purchase from your competition, and how they might become frustrated with any step in the process. Ask what information your customer would find valuable, then provide it.
Figure out who your target customer is, along with what their motivations and expectations are. Learn the intricacies of their personalities and demographics to speak to them at the level they respond well to. A basic sales exercise is the act of identifying customer personas, or a representation of your ideal customer. Take the information you know about your customer persona and apply it to your marketing and sales efforts to more effectively communicate with your clients.
Emphasize a Positive Digital User Experience
The internet should now be officially considered your first and most common point of contact between your business and your customers. It is where they come to engage with your company, and learn the information they need to make a decision about whether to invest in your product. A bad website, off-brand social media content, or unusable mobile applications leave customers with a terrible experience and a frustration that will color their perception of your company for the long term. Investing in a positive digital user experience is the only way to stay in step with your competition. It does not matter how good your product is, if you are not making your customers’ lives easier in the digital space, you have lost their loyalty.
Make Contact As Personalized as Possible
The bottom line is that customers want to do business with other people, not just a faceless corporation who has no respect or interest in their unique needs. By making the sales or customer service process personable, accountable, and valuable, you are meeting an unconscious need of each and every one of your clients. Whether they themselves work for large companies or are an individual customer, the impact of a personal connection is the same. Consider reducing the automation found within your customer communications and outreach, and emphasize their engagement to foster loyalty and satisfaction in your services.