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Studies Reveal What Customers Really Want

January 31, 2019

Satisfied customers will help business grow bigger and stronger as positive feedbacks from happy clients can attract more people to use your products or services. However, a credible brand and excellent goods are not enough to ensure customer loyalty. More than anything, consumers want to be treated well during the process of purchasing the products or using the services.

#According to Salesforce Research, there are some impacts every company should notice regarding to customer service. The finding shows that customer experience matters more than ever. Almost all (95 percent) respondents said that if they trust a company, they will be more likely to be loyal patrons. Technology that emphasises on the balance between personalisation and privacy, as well as B2B expectations also become factors that make customers willing to stick and stay with the company.

See also: Email Marketing Forecast from 2018 to 2023

Then the question is, how well do you know your customers? and how do you treat your customers?

To help you know better about your customers, here are 10 research-based tips by Help Scout that reveal “things your customers wish you know”:

Study #1 A simple act of kindness already makes customers feel happy

Frugal WOW experience is vital to any business. Creating goodwill with customers has proven to be more about act rather than cost. Nate Ru, a founder of Sweetgreen restaurants, said that his employees regularly leave small gift cards next to cars with parking tickets to create a memorable brand based on random acts of kindness. Business has grown 300 percent year-over-year since the inception of Sweetgreen’s random acts of sweetness.

Study #2 Customers talk more about a pleasant surprise

There are few things customers talk about more than a pleasant surprise. One of the most lasting and talked about customer experiences is a pleasant surprise Zappos recognises the value of surprises. Thus, Zappos regularly upgrades customers to priority shipping free of charge just to brighten their day. Another day, another surprise – what kind of surprise will you give your consumer today?

Study #3 Customers remember you if you remember their name

Admit it, you love it when people remember and actually say your name instead of calling you ‘you’, right? A research examining brain activation mentioned that few sounds are as pleasant as hearing our own names. People tend to be more attentive and interested when they hear their names mentioned by others. That being said, make sure to take advantage of getting to know your customers by using their names properly.

Study #4 Storybranding is what customers love

Paulo Coelho said, “The power of storytelling is exactly this: to bridge the gaps where everything else has crumbled.” This concepts does apply in terms of company branding too. According to a research lead by Melanie Green & Timothy Brock, well-told story is one of the most persuasive forms of writing or speaking available. This is because story has the ability to transport us to another place allowing minds to leave powerful and lasting messages to customers. So, when it comes to storytelling transportation, customers will gladly listen and pay attention to what you said.

Study #5 Customers will stick with your loyalty programs if you get them started

Research conducted by consumer psychologist Dreze & Nunes revealed what makes a loyalty program stick across all industries. Customers are twice as likely to stay with loyalty programs if the programs appear to already be started. Tasks that seem to be under way are much more likely to be completed.

Study #6 If you are struggling to innovate, your customers are a great resource

The institute of Management Science together with Eric von Hippel conducted a study on the relationship of superstar customers and company innovation. Through a study of 1,193 commercially successful innovations across 9 industries, Hippel discovered that 60 percent come from customers. Customers can bring good ideas of what should come next. They are more than just a source of company’s happiness. Therefore, treating customers the right way is important.

Study #7 Selling time over money helps customers see the value of your brand

A research from Stanford University reveals that customers have more favourable feelings towards brands they associate time well spent with. Memories of good times were more powerful than memories of great savings. It is mentioned also that most people see time spent as a better indicator of who they are rather than money spent on what they own.

Study #8 Good service is valued more than fast service

Fast service is good but if it is fast with low quality, then fast means nothing. In Gallup study, researchers found that customers are far better remembering about competent, knowledgeable, and complete service that they received. Customers will also tell their friends about service first then products. Additionally, customers said that “rude, incompetent, and rushed service is the #1 reason to abandon a brand.”

Study #9 If you bring up money, it makes customers more self-centred

Kathleen Vohs, a professor at University of Minnesota, mentioned in her research that when people are primed with images of money, they become more self-interested and less willing to help others. Thus, this reaction can be used by businesses that sell luxury items. However, at the same time, this reaction can backfire promotions that are associated with doing things for others.

Study #10 Customers gladly pay more for ‘personalisation’

A study from the Journal Applied Social Psychology shows that the increase of average tips waiters received by over 23 percent without changing service quality. The study tested by having waiters follow up with second set of mints after brought customer’s check. It was revealed that waiters who brought mints that did not follow up received an average of 7 percent less tips. It is concluded that customers love and value quality more than anything a company could give. Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.

Read also: Top 6 Human Resource Issues and Its Impact in the Workplace

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