STOP LOOSING MONEY
Avoid These Deadly Business Mistakes.
As an experienced marketing manager, I always analyze services provided in a deeper manner than just love or hate. I focus on two key elements: understanding customer behavior and evaluating service quality. This simple method helps me understand both customer and business interactions, revealing surprisingly common business mistakes.
I break down the service into three simple levels:
Not Okay.
This may seem obvious, yet it's surprising how often business owners overlook it. Most complaints stem from failing to meet the basic expectations rather than trying to summon unicorns from thin air.
Usually customers aren't expecting a magic show. They just want a solid service. And a smile.
Just a few days ago, I visited a popular massage salon. Imagine this: I come expecting nirvana, but instead I`m greeted by tired décor and some smells of food. The masseuse neither introduced herself nor paid much attention and in some moments I was treated like a sack of potatoes 😒. My zen-o-meter hit rock bottom. I wasn`t expecting to become 20 years younger, just a “deeply relaxing experience” promised on their website.
How to improve?
Put yourself in the customer's shoes and conduct a straightforward brand audit. Follow the customer journey, capturing images at each stage. Photograph the signboard, the receptionist welcoming guests, the office interior, and so on. This method works for online businesses too – take screenshots and record videos.
✏️ Analyze each step: is it satisfactory? Is it comprehensible? Is it user-friendly? What impression does it leave? What kind of experience does someone have when they encounter my brand?
Good Level.
This level is attained when you just a little exceed customer needs and expectations. This is a battle with details and small things, that can ruin your business: non smiling staff, ignoring feedback and complaints, poor response time etc.
How to achieve it?
Listen to your customers. Read feedback not from the standpoint of your ego, but with the desire to improve. Think one step forward.
Customers feedback may come in various forms, but it can be extremely useful.
Wow! Level.
This is where you go above and beyond, making clients' jaws drop. Creating a wow-factor means impressing experienced clients and considering how your decisions will work internationally, like in London, Dubai or Seoul.
But let's talk about the WOW-effect in the real world.
You don`t need to gift a yacht to impress. More often wow-solution needs just a sprinkle of creativity, when you are acting differently (in the way your competitors actually don`t) – in a delightful manner that surprises customers when least expected.
Yes, delivering a wow-effect demands 101% dedication. But it pays off – boosting revenue and inspiring both you and your team to make a positive impact on the world.
Consumer Behaviour.
Service is what you bring to the market. But do you truly understand your customers?
Let's not attempt to describe your target audience, but explore three key aspects of human nature to exceed consumers' basic expectations 🦄. This will help you to break through the “not okay” level or to be more stable on the “good” one:
Deal Delight.
First off, people prioritize themselves. They crave perks – be it emotional, financial, or a bit of both. They enjoy finding deals because it's also about the satisfying feeling of outsmarting others: “I`ve got more for the same amount, while others did not”.
We all love that good-deal feeling 😏.
If a business is operating at the "not okay" level, it will be offering fake discounts, making unrealistic claims and lacking transparency.
How to act?
Create a rewards program where customers earn points or perks for every purchase.
You can also occasionally surprise your customers with unexpected and personal discounts.
Use gamification elements or organize competitions and offer prizes and recognition.
Laziness.
We're all a bit lazy. Most of us won't lift a finger to Google your biz or products. So, when creating ads or newsletters, keep it clear and simple.
Do your customers understand the point you're trying to make?
Speaking of newsletters, I also receive tons daily. Yet, many lack a clear offer or website link. Some even expect me to DM them on Instagram for deals 🤯. Seriously? Respect my time, and I'll respect your efforts.
How to improve?
Customers will be very grateful if the message is crystal clear. Most of us love simple decisions, when messages hit our hearts like Cupid's arrow, because it also makes our lives a little bit simpler 🎯. Your customers have tons of their own problems, so don't ask them to unravel a mystery to deserve your offer.
Previous Experience.
Now, let's talk about decision-making. Customers have been burned before, so they're cautious. Don't overwhelm them with 25522455863 options. Be their guide and help them choose the best option. If done in a decent way, your customers will be grateful.
Making descions can be confusing.
Conclusion
Most people are like you and me - sometimes a bit lazy, cautious, and always looking for little perks in life 🌰. For a business owner, it can be tough dealing with these traits because, let's be honest, they're not perfect either. They might also enjoy outsmarting customers or get a little lazy with the service.
Marketing isn't about fighting with our customers. It's about understanding and caring for them. When we truly love and accept our customers, imperfections and all, we start noticing the little things that make their lives better.
And that's what really matters.
