- An average of 9 people share the positive experiences of a satisfied customer with them. Unsatisfied people do it with 16.
- You can expect me to be kind and positive about you. I’ll create the story that attracts new customers.
- Your business is something that you can see, feel, smell, taste, or hear.
You were likely to eat at a restaurant, or do tourist in the area once you had bought your car. The reverse is true: your friend probably told you about these people and you avoided them. To attract or repel new customers, the story customers tell is important.
Ben White via Unsplash
That story is the strength of great companies. They take full advantage of that story and use it to promote their products. They use it sometimes to be known, and other times to create emotions or memories. These companies have a method that can be copied in other startups, regardless of how small or big they may be.
The technique is described in five steps. First, some science.
“Mirror” neurons and other scientific tips
Customer stories are highly credible and have the advantage of being authentic. Almost everyone listens to the customer story and becomes silent when he recounts his shopping experience in your store. Moreover, they feel connected to that particular experience.
Imagine me telling you Manuel, my friend, saved for ten long years on a sparse basis. For himself and his family, he wanted an apartment in capital. He finally paid the first installment to the building company. But, there was fraud. Manolo lost his dreams and both the company and Manolo were left with nothing. His wool, and his home were all gone. Wow!
It’s a shame, but it is true. My friend was wronged.
The example of peace of mind is false. If you are wondering why it felt like that in you, I’ll tell you neuroscience refers to “mirrors,” neurons, who reside in the brains of humans and act as receptors for empathy. They are in our heads. It’s impossible to avoid it.
Another idea. It may sound unbelievable, but customer stories are based on three main themes. They revolve around how customers relate to the service or product. b. The benefits and inconveniences the service or product provides. This will help you anticipate the topics your clients may discuss.
What can you do for them to share positive stories about your company?
First, you must deliver the best product or service possible with great care. This means that you have to keep your promises.
Second, to exceed customers’ expectations. He will be able to share his success stories with others, and gain social recognition. It is known that people feel valued when they are heard and appreciated by their peers. It is known as ” social capital “
Idea: If you would like me to talk well about you to my peers then exceed my expectations. I’ll create the story to bring in new clients.
This phenomenon is both positive and negative. In 2018, Deloitte found that satisfied clients were more likely to share their good experiences with 9 others. A dissatisfied client tended to tell 16 people about their negative experience. You will find what you like if you do the math.
Now, the question is how to implement this idea. Let’s try to find the tips promised.
1 Discover the expectations
You must first know your customer’s expectations in order to exceed them. Sometimes, customers don’t know what they should expect. It will be difficult for customers to simply ask questions.
You can overcome this obstacle with some interesting techniques, which are common to Design Thinking. You can use generative sessions, participant observation or deep interviews to overcome this barrier.
You can simplify if your budget and business are limited. Find 10 potential clients and invite them for coffee. Ask them why they continue to buy from you business. It is better if they don’t have any relationship because it will affect their judgement.
2 Expect unconscious elements
There are many options to meet customer expectations. There are some that are obvious (the product’s price, handling instructions, delivery time …)), while others are more subtle (how you are treated in-store, how long it takes to get there, what you feel during your purchase, identity and history of company …).).
Clients will often mention one, but not all. Keep these intangibles in your mind when weighing your analysis.
3) Activate five levers
One of the pioneers in the “Experience Economy”, Professor Bernd Schmitt, argued that high-value propositions could only be created from five levers (or “Strategic Experience Modules”). These modules can be used by any type of business. They are:
- Rational: This is information that the client finds interesting and can be delivered. Prices, products, payment terms, warranties, after-sales support, etc. This is a clear and rational way for customers to feel valued by businesses.
- Sensoriality: This refers to your human senses. Your business is something that you are able to see, feel, smell, or even taste. Ask your customers how they feel when they visit your company, call you, trade online, and what their feelings are. What can you do for the customer to make it more pleasant?
- Customer Behavior: Think about all aspects of customer behavior before, during, and after a purchase. Do you find it hard to locate your physical store? Which habits will your customer adopt once they have the product? What ones would you like to have? What is the purpose of your product? Are you able to use it?
- Relationships: As I mentioned, everyone wants to be recognized and seen by the relevant social groups. How does your product/service help customers to feel like they are part of a special “tribe”? How can you make your customers feel like they are part of an exclusive “tribe” when they consume your products? How do you remind them of this? Harley Davidson, a brand that has invested millions over the decades in creating one of the strongest consumer communities … Do you see one of your customers on a motorcycle other than theirs?
- Emotions: You have the power and responsibility to evoke positive emotions within your client. Here are tools such as branding, logos and storytelling. Santa Teresa Rum, a Venezuelan rum, is an example of a great social media story. It is more than liquor. People who drink it say that it tastes great to them. I don’t charge brands for these statements.
Write down any positive comments customers make about you or your product. You must record all of these stories. Also, you must listen carefully to the conversations between your employees and customers on social media, as well as what they share in informal discussions. Don’t miss any nuance.
5 Play and Scale the message
Once you’ve gathered the information, it is time to share it with others. It is like it never happened if something isn’t explained. It is useless to have a super happy customer if nobody is available to explain it. You have the responsibility of amplifying it.
Your social media, blogs, press releases, and posters displayed in stores can be used. Your employees’ verbal language at the counter. Hang a picture of the customer smiling next to one his praise phrases. This will encourage other customers to feel as comfortable as he is.
It will take some time for customers to begin talking about what you expect of them. You don’t have to worry, you just need patience.
Look at it like this: No successful brand today ever ignores the customers voice. It never ceases to do it, whether it’s to innovate its processes or promote itself to other customers. It will, for some reason.
Publiated at Tue 14 Sep 2021, 08:47.03 +0000