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What do you really know about the people who buy and use your
products and services? Of course, you know one very important thing – that
among all the companies vying for their business, yours was the
company they choose. That certainly should give you reason to congratulate
yourself. But, is it enough? Unless you know what motivated them
to select your company, and what would motivate them to switch
to someone else, you are on very thin ice, indeed.
The question is: How do you drill down to gain an understanding
of what is really bringing customers through your door? Or, conversely,
what is preventing them from opening the door in the first place?
There are several answers to either question, and one comes in
the form of customer satisfaction studies. The benefits
of customer satisfaction studies are well established. They're
immeasurably helpful in finding out if the level of service you
provide is meeting customer expectations and pinpointing areas
that may need shoring up.
But, customer satisfaction studies are not as useful when it comes
to highlighting the emotional connection customers have with you.
Granted, emotional attachments will not win the day when service
or product quality falls below an acceptable standard; but, it
may be the secret ingredient that keeps your loyal customers loyal.
What is the best way to uncover hidden factors that may help you
stand out from the crowd? A good approach is to conduct a series
of focus groups, either traditional or online, with the objective
of uncovering your company's image. Are you seen as caring and
compassionate to your customers when you want them to think of
you as confident and knowledgeable? Are you seen as tired and out-dated
when you think of yourself as cutting- edge?
Seeing yourself as your customers see you will enable you to develop
marketing tools and strategic plans that will keep you competitive
and place your business right where you want it to be. ‡
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