Having an “outside in” approach to your business is difficult. It requires you to shift your focus from running, managing and developing your business to that of your customer. This mind shift of really stepping into the customer shoes and then developing a marketing strategy is critical to be a successful small business (well any business really) and yet most companies are still selling a promise to customers that they can’t deliver or one they don’t want.
I hear customers I interview say all the time;”If they had only asked me what I wanted I would have told them.”
Your customer’s perceptions of you are not based just on an email, your website or going into your store to buy something. Their perceptions are formed when you live up to your promise or break it, generally after the sale. What happens when the product breaks, they are left on hold for 10 minutes, they are given the run around! It is hard to keep promises. It is hard to always treat the customer well, but that is why it is more important than ever to preempt their concerns and stay ahead of their expectations to deliver a really compelling customer experience.
It is about identifying with the customer journey that you can really ensure that your promises are kept. If you make promises that are not kept the customer will judge you as a liar and customers will tell others, as we all hate liars.
If you want to gain some customer insights and map out your customer buying path book a marketing strategy session today.
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