Most startups allot their time and effort into creating a detailed plan of the business. This includes information about the business, what they serve and its goals. Having to go through the process of establishing the said elements above is not wrong at all. In fact, it will help you set a concrete goal and plan ways on how to achieve them.
The problem begins when you become too focused on the inner workings of your business. You end up ignoring the needs of your target market. Having a client-centric strategy could pave way for innovation. It would be easier for businesses to adapt to the never-ending evolution of the market.
Why a customer centric approach is important
A study conducted by Esteban Kolsky on customer experience showed that:
• 55% of customers would pay more to guarantee a good experience
• 13% tell 15 people or more if they’re unhappy with the product or service
• 72% tell 6 people or more due to dissatisfaction with the product or service
Big businesses everywhere are now adapting to a more customer centric approach. They focus on creating enhanced customer experience because of several reasons:
Seeing Opportunities for Growth and Advancement
Think of handing out surveys or posting polls as a way of crowd-sourcing. You get ideas on how to improve your service from the people you want to cater your service to. It’s basically making the brainstorming process a little faster. Plus, you’re adding more brains to the ‘meeting’. Besides, two heads are better than one. Wonder what a thousand more could bring!
So the next time you’re running out of ideas for innovation, take a random draw through your suggestion box.
Improving Client Satisfaction
As a business with a client-centric approach, part of your strategy is hearing your customers out. Using a wide variety of medium such as social media, calls, emails, etc., you get a hint of how your customers think. You will have a gist of what your customers like and what they dislike about your product.
Having an accurate statistics of your consumers’ behavior can open doors for adjustments. You need to find out how to accumulate this data and know how to use the gathered information.
Providing a New Experience
Today, businesses of all sizes are emerging from different parts of the world. This means creating a new and unique marketing strategy is getting harder. You really need to bust your way up the ladder and think of ways you can stand out from the crowd!
Truth be told, Small businesses tend to have the bigger advantage at this. Why? It is because of the number of customers they have. SMEs can allot more time for strategic planning because they have fewer customers.
Setting a unique approach gives you the advantage of attracting new customers. At the same time, you can also keep your old clients curious to see what other stuff you have in store for them!
Looking through the customer journey
To further understand how your clients think, here’s an overview of the buyer’s journey. Below, you will recognize what types of campaign or strategies you can come up within each of the stages.
This is the part where you need to make your brand known to your target market. First, you need to have the essential information of your target audience. This is where demographic research and analytics come in.
What you can do
Once you have enough data, you can start creating campaigns based on the data you have. You will get an idea of what they want and what factor you can entice them with.
• Press Release
• Radio Advertisements
• TV Advertisements
• Print Ads
• Online Ads
• Chat or Email
Even with a limited budget, you can play around with some of the items mentioned above. Startups benefit greatly from social media platforms. It gives them a boost in exposure and an easy access for its consumers. It wouldn’t hurt to invest a little in paid ads as well. Besides, social media is where you can reach everyone nowadays.
You can also make use of mailing software for sending emails to your target audience. There are tons who are offering free plans for businesses who want to reach out to their target audience. The trick is knowing where your market will most likely be. Building a buyer persona for your target consumer is a great way to figure this out.
Now that you’ve piqued the interest of your target consumer, we are onto the next step. This is to convince them to buy your product or avail your service. Take note that this is one of the most critical parts of the sales funnel. This stage determines the success of your campaign and product put together.
What you can do
When you consider buying something, you weigh the pros and cons of a product or service. The same goes for your buyers. Your marketing techniques should focus on convincing your prospective buyers.
• Website/Landing Page
• Social Media
• Third party sites
• Personalized Email
During this process, you need to ensure your audience is aware of what they’re missing out on. Put an emphasis on all the benefits and convenience your service can provide. The key is to entice them.
Keep in mind that you need to have an easy-to-use platform once they have decided to buy your product. This is why businesses in the retail industry are adopting the one-click experience. You wouldn’t want to spend hours online for a sure single purchase, would you? Neither do your customers.
What you can do
At this stage, you wouldn’t want to overload with your consumer with information as well. Providing them with unnecessary services might scare them away.
• Demo Center
• Sales Representative
• Activation Point
• E-commerce websites
• Web self-service
Here, you can start to build your customers’ loyalty and trust in your brand. You have to make sure that everyone gets proper assistance when they need it.
What you can do
A customer centric approach requires an accessible customer support. The aim is to assist your clients and address their concerns or comments about your product.
• Social Media
• Call Center
There is a variety of medium wherein you can maintain your communication with your clients. For example, having active CSRs on your social media accounts for a 24/7 reliable service is very ideal.
As a director of a startup, you might not have time for this. Some small businesses succeeded through outsourcing with affordable companies offering high-quality services.
This is not the time to feel complacent about your sales. When you emails start to feel impersonal, or your old customers don’t get any special treatment, this is the point where the feelings turn cold.
What you can do
Making sure your customers feel valued is one of the greatest factors why businesses stay running for years. This is something small businesses should start doing as they build their reputation in the market.
• Automated offers
• Loyalty Program
Keeping your consumers happy makes them want to go back. You can even use them as a medium to attract more customers (referral programs, free promos, etc).
Having a business focused on your clients is more than offering a great product or service. It means creating an awesome and customized experience throughout the customer’s journey. Mastering how you move your way through the funnel provides a sustainable plan.
If you need any help or consultation on your business strategies, we are more than happy to help. Let us help your startup business move up the ladder. Contact us today!
Business Development Manager
Anderson Group BPO, Inc.
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