Do you know what your customer expects from being your customer? If you answered “no,” then read on. But, even if you do, read on anyway.
Understand that you and your customer must be on the same page when it comes to expectations. What kind of clues are you giving in your marketing, store layout, or customer service protocol that lets the customer know the kind of shopping experience they will have.
One of the nuttiest traditions in the retail world has been coined, “Black Friday” – the day after Thanksgiving when many offices are closed and shoppers are ready to start their holiday and Christmas shopping. Over the years, it has truly turned mild-mannered people into a sleep-deprived and unruly mob with the goal of getting some slick deals on everything and anything.
The expectation that the shopper, on little or no sleep, hungry and cranky, perhaps still in their p.j.’s, is still willing to go through this outrageous experience all for the sake of a sale. They don’t expect, nor care about, pleasantries from shopkeepers; they will expect to be herded like sheep into lines outside the store only to be let in one at a time, all for their reward: 50% off a 32” flat screen. You think I’m exaggerating? I don’t think so.
On the other hand, take the expectations of a customer as they enter an expensive star restaurant? What are their expectations? Are you meeting or exceeding them?
A customer will expect a high price, gourmet meal arranged like a magazine cover shoot. They will expect perfect service: attentiveness without hovering. Anything less, and that customer will know it; you may have lost them for good, and anyone else they talk to.
No matter how distasteful that “Black Friday” is, the customer returns year after year, but that same customer will not return to your expensive restaurant if at all if anything in their dining experience was sub-par.
According to Dr. Bert Shlensky of Startup Connection (www.startupconnection.net ), “You and your customer’s expectations about an experience can be as important as the actual interaction.”
Be aware of this fact, and consider these suggestions:
- As you create your business, take time to consider what “expectations” you want your business to have, and what does that mean for your customer, and their “expectations?”
- Design your service or product to meet (and surpass whenever you can) the customer’s expectations. For example, your product’s price and design should be simple and clear. If you’re selling services, build a relationship and keep it professional.
- Know your customer and know what each member of your audience expects from you, i.e., what would a woman want versus a man? A busy mother versus a senior citizen? That’s what we mean by knowing your customer. Also, make it your mantra to focus on making every customer a repeat customer.
- Market research. We can’t emphasize that enough. This is key to fulfilling the first three of these suggestions.
Dr. Bert Shlensky is president of www.startupconnection.net and his ability, along with his team to help businesses develop integrated customer-focused marketing programs that are key to business startup success.
