“The modern customer” is a breed hard to tame. It is you when you’re not running or working for your business and me when I’m not writing these articles. It’s everyone.
The customer has things to do and places to go. They can and will compare your product to dozens of others with just 3 clicks. They will expect you to be there for them whenever they need you. The customer is more demanding than ever. They expect your best or else they’ll find your replacement – and fast.
Like in every kind of relationship, it takes days, months or years to build one and a single bad moment to ruin it.
Same goes for your customers.
So how do you meet these expectations? What is it that you could be doing wrong?
What are the real reasons your customers don’t like you?
You make it about yourself.
Here’s the cold truth:
Your customer doesn’t care about you or your business.
Compare the first banner to the second. The first is cute but not what a customer usually wants.
Your customers don’t want to hear about you, they want to hear about how you can help them. You have to understand them, empathize with them and then show how you and your product can help them.
Let me get this straight: It’s fine talking about your business. But it shouldn’t be your main subject. Leave your romantic values for the end or another time even. There’s no need to mention your 3-year industry presence in the Homepage banner, but do mention the 3-year guarantee you offer.
You don’t inspire trust.
Are you Coca-Cola? BMW? If not, then your name, your logo, your business, don’t mean a lot to the customer.
You have to think of ways in which you will earn their trust. Does your product or service have any certifications? Is it approved by any Health Organization? Are you a Google Partner? If yes, let people know. If not, maybe it’s time to get a third party approval.
Can you provide guarantees and assurances? Build a strong after-sales support so you don’t leave your customers hanging.
A money-back guarantee is the single best thing you can do to create trust and credibility for your product and your business. First, you don’t actually have to do anything to implement it. Second, only a few customers ever return to ask for their money back. And you show confidence along the way.
It’s easy and effective – as long as you can deliver what you promised.
I’m talking about every day things that you could be doing wrong and as a result, your customers don’t like you.
Your product may be delivered not exactly and your service could have long-lasting effects not really.
If this is the case, word of mouth not only will it not be your ally; it will be your enemy. You can make sure that the loss of a customer means more than the loss of a single individual. Multiple such cases could cripple your business’ growth.
According to Zendesk, when it comes to services, 95% of customers share bad experiences. News travels fast. Bad news travels faster. In the digital age, bad news travels [insert something that travels really really fast, here].
Customers value honesty in the companies from which they buy products and services.
It is a good idea to never over promise but to over deliver instead.
You are not accessible.
Now, who doesn’t want to listen to Beethoven’s No.25 in A minor, on repeat, from his phone speaker, right? No-one! Not even those who do enjoy The Classics.
The old ways are broken and, thankfully for you and them, fewer customers every day have to make a call when they want to talk to you. Long on-hold times are becoming a thing of the past.
If it is so, where can your customers find you nowadays?
Are you sure you have enough touch points to match your clients’ ideas as to where they think it’s a good idea to contact you from? Is your contact information thorough and easily accessible on your website? More than half the customers say that in most cases it is not.
Different customers prefer different channels to communicate with your company.
Make it easy for the Baby Boomer to find your email on your website or implement a live chat even. For the Millenial, make sure you are where they are: Instagram, Facebook i.e., and keep a minimum activity on all your social media accounts (an inactive account can send the wrong message).
Keep also in mind that chatbots are not the future: they are the present. Your customers now use messenger apps more than they are using social networks. Chatbots are a big opportunity for your business and a great way to bridge communication gaps. A Gartner report states that in a few years, customers will manage 85% of their relationship with a company without interacting with any human.
Get immediately a messenger bot up and running! Probably one of these.
You are not transparent enough.
Being transparent is not about being ‘friendly’ or ‘cool’ anymore. It’s a business imperative.
When it comes to your products and services, your customer wants to know as much as possible about them. How was your product made, what kind of materials did you use, where did you get these materials from and so on.
Write everything you can about your product for anyone that could be interested. And ‘anyone’ means ‘a lot’ in this case. As millennials are becoming the dominant consumer force, they expect from you to play along with their rules. And their rules dictate maximum transparency.
When a brand offers complete transparency, 94% of survey respondents are likely to be loyal to that brand. And when consumers switch to a brand in favor of increased transparency, they are likely to stay for the long haul. In fact, 56% said they would be very likely to stay loyal to a completely transparent brand for life. (source: Forbes)
The same philosophy should also apply to your business as a whole. Show them who you really are. Share your name, the faces of your employees, what’s going on in your office HQ and in your storehouse. Make a “behind the scenes” video or a Live “Ask me Anything” on your social media.
Make them feel like they know you for a long time. Intimacy = Sales.
It’s a shame if you can’t have a piece of that pie for a lame reason like not offering a secure payment connection. Even if 1 out of your 1,000 customers (the number is higher) doesn’t shop from you because of that, it is not a good enough reason to lose any conversion.
Likewise, offer an online payment method your customers know and trust. If you do business internationally, offer multiple payment methods that are recognizable worldwide.
You can’t go wrong with MasterCard, Visa, American Express, PayPal, Google Wallet and Apple Pay.
Another feature your concerned customer wants to see on your website is an SSL certificate, aka trust badges.
By seeing the badge, your customer won’t have to worry about his credit card info being stolen and a customer not worrying is a customer you want.
Don’t scare your new customers off with the lack of minor, yet essential, details.
For the purpose of your customers liking you, what you have to do is redefine your customer in the Digital World.
Indeed, many values have stayed the same since the dawn of commerce, but you have to make changes in different sections to keep up with these demanding times. “Your customers don’t like you” will be but an echo of your old ways.
Safety, transparency, consistency, accessibility, and a fast – accurate solution to their problem.
What? Why so few? I can’t even include the absolute basics of who I am and what I’ve done. Do you have any idea about me? Can’t you see that this small box cannot contain a big personality?? OK fine, I’ll do it. So, my name is Nic