Friday, January 7, 2011

KeFactors Friday: Key Behaviors of Post-Recession Customers

You may already be dealing with customers who aren’t shy about complaining, but

… better get used to it. Word-of-mouth is going to be more powerful than ever. I’m also adding advisory from (refreshingly blunt) business author Geoff Burch about the various ways we can kill off customer loyalty (in italics).

  1. Post-recession customers will be increasingly intolerant of customer service errors. (“To defend your position to the death is a serious mistake. It costs so little put things right with your customer.”)
  1. Customers will be more vocal and “activist” in using social networking sites to state their objections and negative experiences. (“Your offer is crap. Live up to the expectations your marketing generates.”)
  1. Customers will not be committed to a particular brand but seek “best value” regardless of who’s providing it. It’ll be harder for market researchers to detect a fixed pattern of behavior in understanding these customers, and deeper insights will be required. (“Trying to be everything to everyone is a mistake. Don’t alienate your core customer base by trying to broaden your appeal.”)
  1. Ninety-seven percent (97%) of your customers will research products and future purchases online, so your marketing and product support will need to be more targeted to specific customer needs and expectations. (“Don’t be afraid to ask. Where do my customers’ aspirations lie?”)
  1. Multi-channel customers want — and expect — to use a variety of ways to interact with you. (“Data should make selling more human.”)

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