Experience Your Brand From Your Customers

Customer experience has been acknowledged as an important factor affecting positive customer behaviors such as loyalty and recommendation. Especially in the age of digital communication, it’s crucial to have a foundation for viewing your business from the customer’s perspective, in order to develop effective and modern communication strategies.

It is important to remember that each of our world views is skewed by our own perspective. In marketing and sales, this can lead to a distorted sense of the reality of our customers.

That distorted reality leads to all sorts of issues:

1. Misaligned expectations
   We expect a deal sooner when the customer is not even close to buy.
2. Over-aggressiveness
   The download of a paper, plus some good fit scores, results in a flurry of e-mails and calls to a prospect who is just exploring options
3. Assumed Knowledge
   Taking for granted that a customer or prospect understands industry terms, slang, processes, and even key core messages–and not realizing until much later that if we had just spoken more plainly and completely, the deal would have been much smoother.

It’s easy to understand why these issues emerge.  When we work at a company, that company, and its products and services, becomes the center of our world.  Everything revolves around it.

But that skewed view rarely reflects the customer’s reality.  It’s like we are the snail in this picture.  It looks pretty big to us; but to the customer, it’s just a small part of their world.

Customer Perspective Towards Brand and Business Goal

From the customer’s point of view, there are a vast number of products in front of them to choose. There are project that have already been thrown away, while in another cases the project itself compete with others project for a fixed budget. Or in another case, the project has interdependent trait which has to be completed in order to do one. Connect those with being inundated with messages, e-mails, calls, and promotion stuff from vendors, contains products and services that are not even under consideration.  It cluttered information, priorities, and pressures. No wonder that buying is really hard and often takes a long consideration.

We’ve been talking frequently about how marketing and sales must adapt to their customer’s situation.   But we’ve been missing a key ingredient of that situation–or at least not emphasizing it enough.  We must think of our product in the context of everything else going on at the customer. How does my product/service with everything else going on at the company?   Is it aligned to the top priorities?   Are there other projects that this will impact, or vice versa?  Are there other projects that may divert focus and resources from this one?

When we talk about walking in our customer’s shoes, make sure you are not just walking in them while keeping your world view.  Shift to their world.  Not only may it uncover issues that could slow things down or reveal why you can’t get their attention, it might also reveal opportunities to connect with other needs and accelerate your opportunity while helping your customer in a bigger way. Your brand is an experience, and in fact it's your customer’s experience with your products that make up your brand. It's certainly what gets posted, tweeted, Instagrammed and shared. It's how customers feel about interacting with your brand that determines how successful you will ultimately be.

If you still need help to build your company/brand/business, you can contact us for solutions with a simple step and a competitive pricing with kreatiklan.com. Kreatiklan has been around assisting global clients through their professionalism and creative skills in design and technology.

Cheers!