There is no doubt customers
coming out of the recent recession are fundamentally different than they were
before. Even customers not directly impacted financially were emotionally
shaken by the uncertainty, anxiety and adverse effect on family and friends. Learning more about the new
(post-recession) customer and acting on that knowledge can turn an under-served
customer into an advocate. But, too many
organizations fail to understand the new
customer and thus completely miss the mark in what customers perceive they
provide.
The new customer is Picky--more cautious in their choices (and
they have many more choices) and interested only in getting obvious value
for their money. New research shows 72% of customers
check out your organizations’ reputation for customer care prior to buying.
Customers expect to get good value for their hard-earned, ever declining
dollar. Made smarter by the internet, they are empowered and emboldened to
accept nothing short of obvious value.
Plus, they have witnessed great service--the Disney cast members they
saw were all friendly; the FedEx customer care center answered their call on
the first ring, Southwest Airlines flight attendants made them laugh, and
suddenly their standards were raised for everyone who serves them. They show a
low tolerance for hassle, zero patience for wait, and no lenience for front
line employees who cannot address their need on the first contact. Let them encounter some bureaucratic process
that adds no value to their experience and they are off to post a scathing
review and visit a competitor.
So, what does a picky customer really want? According to very recent research, when
customers were asked what they expected from companies, almost a third chose
“Quality of Customer Service” as their top priority--more than selected price,
product, or brand. While years of
quality initiatives have almost made product quality a table stake, the quality
of the experience still lags customers’ expectations. Bottom line, a quality
product at a fair price with a reliable brand might bring customers in the door
but it is the quality of their service experience that will retain them and
transform them into advocates.
How do your new customers
feel about the quality of their service experience with your organization? What
are they sharing with other prospects and customers on the internet about your
service experience? Do you know the answers to these questions? They are of
critical importance with the new
customer!
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