In the information age in which we live, we can no longer monopolize the image that we give to the customer as a company. Today, your potential customers have a much more complete map than they can expect, and a clearer basis for making their purchasing decisions. How to position yourself in this scenario?
In the information age in which we live, we can no longer monopolize the image that we give to the customer as a company. Information is power, and our current and potential clients are highly empowered.
Not only because of the information they can access, but also because today they can produce information that accounts for their experience as a customer. And that information, like never before, has the power to drive purchasing decisions.
Check out these statistics (published by Hosteltur):
- 93% of travelers consider the comments of other users (on traveler review sites) to be important. 53% would not book a hotel where there were no customer reviews.
This means that 53% of travelers are not very interested in what the hotel says about itself. If not said by another traveler, there is no chance.
I believe that technology has managed to put things in their place (with its limitations, of course). I mean that today, those who look at your organization as a possible service provider have a much more complete map of what they can expect, and a clearer basis for deciding on one or the other, based on their expectations.
The authors Zeithaml, Parasuraman and Berry said it several decades ago: customer expectations (those that later determine their satisfaction), are made up of different sources:
- Your particular needs Your previous experiences The information they receive from the company The information they receive from third parties
This last source is the one that has been most amplified in recent years. And also, it is one of the most valued by customers, especially potential customers, who seek references from other customers before making a purchase or contract.
Here I show you other relevant data (from the book “Strategyc Customer Service” John Goodman):
- More than 50% of new customers in industries like investment, retail, and healthcare come from word of mouth referrals. For business-to-business companies, referrals are just as important, or even more important, than the offerings. from sellers.
This information presents us with a scenario where we know that the window through which our clients are looking at us is no longer what we say about our company or our promise of service, but what other clients can tell them about the real experience they have had. lived with us.
What, then, is the best strategy to position yourself in front of new clients?
It is as simple as taking care of your current clients, and ensuring that their experiences are fascinating, so that they do not get tired of using the powerful amplifiers that are at your fingertips today.
Are you guiding your efforts and your messages well? Or are you still trying to show an image that your real customers then deny, in just one click?
