The Truth About What Customers Want

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Schedule A Strategy Call. I recently wrote a post on the truth about customer loyalty. That truth, which I stumbled across in an excellent article by A.

Speed Summary | The Truth About What Customers Really Want

Lafley and Roger L. What you say about your product or service matters, but not more than the experience it delivers. Once you get your foot in the door, the rest is about keeping that door open. With the truth about customer loyalty in mind, I came up with a few concrete ways it impacts your marketing strategy.

A lot. They already want to do this. A poor customer experience is usually the result of a disconnect between what a brand says it will deliver versus what it actually delivers. No businesses can survive that kind of turnover. It begins and ends with your marketing message.


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Every brand has the power to promote an honest message about their products and services, but sometimes marketers get caught up in the promise. We think customers always need more , and at the best possible price. Customers want these things, but not at the expense of a great experience. Treat your marketing message like both an opportunity and a responsibility.

You have the opportunity to set yourself up for success by crafting the right message. You have a responsibility to your customers — and to your brand — to be honest about your products and services. If you know your products and services have certain capabilities and other limitations, promise only the truth about what you can deliver.

All you have to do is be honest. If any part of your experience fails to meet the expectations you set up for your customers, they will view it as a poor experience. Breaking any part of a promise — even one small part — is still breaking a promise. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover. Error rating book. Refresh and try again.

The Shocking Truth: Customers Don't Want to Engage With Your Company

Open Preview See a Problem? Details if other :. Thanks for telling us about the problem. Return to Book Page. Solomon Goodreads Author. Customers demystified! How you can move them to buy His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today's technology-driven world.


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Lists with This Book. This book is not yet featured on Listopia. Community Reviews. Showing Average rating 3. Rating details. More filters. Sort order. Aug 02, E rated it it was amazing. E-commerce businesses are especially prone to focusing on convenience, but there are other ways to eliminate friction for your customers, such as improved user experience and customer service. In today's highly competitive retail environment, a shopping experience that entertains and delights customers will keep them coming back more than mere speed of delivery or selection.

Amazon has shown it's certainly possible to have quality service that's available quickly, but given the constraints that many startups face, one of these factors must be prioritized over the other.

In such cases, quality is the most important because skimping on quality will ultimately make it harder to deliver down the road. Focusing on delivering quality service to the customer can mean a wide variety of things depending on how your company operates. Whatever it means, choose quality over speed, and the latter will happen naturally.

If quality is set aside for the sake of speed, both will inevitably go into a downward spiral. One of the reasons Netflix is so easy to use is that the service recommends shows and movies for customers to watch based on their viewing history. That personalized experience is exactly what customers crave and what they expect even more because of Netflix's success. She emphasizes the importance of examining customer actions during the shopping experience. Customers aren't always going to tell you what issues they have, but seeing customers in action can help you discover parts of the overall experience that require some TLC.

Netflix has prioritized customer service, not only with constant availability, but also by encouraging employees to crack jokes and speak in character to customers.