Constant analysis of customer interactions, the types of queries and concerns and their expectations can help support executives deliver the right response in a much shorter timeframe, and improve the organization’s customer experience score.
This is the age of consumerism and the redefined ‘Customer is the King’ doctrine. There are plenty of businesses operating in almost every vertical. What sets a successful brand apart is the extent of customer trust and loyalty it generates. If you are a business leader, you would know that retaining a customer is a lot more affordable than acquiring a new one. Moreover, the value of retention over a longer period is even higher because loyal customers tend to act as organic brand ambassadors. They would refer your brand to anyone seeking a similar product or service. Due to this reason, marketing has assumed a greater role in the modern business ecosystem. It is not just about screaming about the product you offer, but also building long-term relationships with people who buy them. Here are some ways in which you can transform your organization’s marketing keeping consumer trust as the base.
Fine-tune the customer service
Customer service defines brands today. The kind of support you offer to the buyers will have a great impact on how many of them become regular or loyal customers. There has to be a dedicated, efficient, and well-informed support staff in place to proactively address and resolve all customer queries and issues. Multichannel support offered by empathetic and proactive customer care representatives can enhance your brand value above others that offer a superior product but terrible service. Constant analysis of customer interactions, the types of queries and concerns and their expectations can help support executives deliver the right response in a much shorter timeframe, and improve the organization’s customer experience score.
Let your customers promote your brand through reviews
In the era of e-commerce, people attach great value to the feedback and reviews posted by genuine buyers. Whether you are in the business of selling an online learning programme or jewellery, displaying how your customers/subscribers feel about your products and services will have a positive impact on potential ones.
Transparency is extremely important in today’s business ecosystem. Instead of adding * in front of every product detail, confidently display genuine information. Whether it is shipping cost, taxes, jewellery making charges, product dimensions, weight or the specifications of raw materials used, let it be known clearly to the buyers. Sales teams should be sensitized and made aware of the exact details related to pricing, customizations, returns or any other policies and costs which might come into the picture during the transaction or after-sales period.
Tech-driven experiential marketing
In the recent years, especially in the post-pandemic times, customers are showing a greater preference around experiencing products and services before purchasing them. This not only helps them choose what suits them but can also reduce the chances of returns or exchange. That’s why brands that retail products related to personal consumption such as apparels, eyewear, and jewellery etc., are now using various experiential marketing channels. Virtual try-ons, and 3D product walkthroughs are gaining precedence in different industry verticals including automation and real-estate.
The other dimension of letting customers post reviews is to ask them for feedback. Find out what they feel about the product they purchased from you. Are they happy? Did you give them what they want, exceeded their expectations or failed to meet the same? Let them share their opinions and make them feel valued. Listen patiently for the areas of improvement and respond promptly to disgruntled customers to make their experience better. Changes and product or service enhancements based on customer pain points are a sure shot way to make your business scale faster.
Building customer trust and loyalty is the best way to create a perennial sales funnel. Use your marketing efforts to understand the customers, their expectations and challenges. The focus on long-term customers and ensuring that they stay with you can help your business gain more new customers than even some of the high-profile marketing gimmicks and campaigns. All you need to do is to listen to the customers and solve any problems that they might have with your products and services. To sum it up, you need to create the marketing activities from a ‘customer first’ perspective and be transparent about what you offer. Once you follow these suggestions, brand trust and loyalty will grow steadily.
Source: Business World