What your customers really want: It’s not just price
Does your business have what it takes to consistently win in today’s market? How about keeping your customers loyal? If you think the price of your products or services is the reason you are attracting or not attracting and maintaining customers, think again. Today’s customers are savvy and want much more from their relationship with your company than just a low cost.
Customers are looking for relationships that deliver unique value. Yes, they want your products to solve their problems but they also seek a level of satisfaction that goes beyond the intrinsic value of what they paid for. By learning to tap into this deeper level of emotional satisfaction, your business with current customers will increase and you will uncover a steady stream of new customers.
Are Your Customers Loyal?
You may have asked your customers if they were satisfied with their purchase from your company. But the true measure is whether your customers are actually coming back. In an average customer poll you may find that 8 or 9 out of 10 customers were satisfied. That sounds great. But studies show that only 4 or 5 purchase from you again. Why? Because rational satisfaction (they were not displeased, the product worked, etc.) is only part of the equation. Customers who purchase again are emotionally satisfied. Moreover, emotionally satisfied customers will also recommend your product or service to others.
The bottom line on measuring loyalty: (1) How many of your customers intend to purchase again, and (2) how many of your customers would endorse your company to others.
Creating Exceptional Value
Exceptional value is created when your customer perceives your product or service to be worth more to them than the price they pay. There are two components in any strategy for creating exceptional value with customer. The first is how well you are communicating the unique value of your products and services as compared to alternative solutions in the marketplace. This is important and can result in a high level of rational satisfaction. However it takes emotional satisfaction to develop a loyal customer. It’s the second strategic component – building deeper, trust-based relationships – that is the key to emotionally satisfied customers.
This happens when your employees show your organization understands a customer’s needs, delivers more than is expected, and helps them achieve their goals.
Exceptional value stems from exceptional employees. Your people are the “secret sauce” in your organization’s ability to deliver on its value promise. You have to hire and retain the right people to make it work. These employees are those who do not need management mandates to engage customers and adhere to company values. These employees are your customer’s problem solvers. They provide the discretionary effort and intellectual capital that can take your customers from satisfied to loyal. And, studies have shown that an increase of only 5% in customer loyalty can add from 25% to more than 100% to your bottom line!