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6 Insights Into What Customers Want, . . .

Posted by Tom Smith on Tue, Aug, 12, 2014 @ 10:08 AM

dialog with customers

 

 

 

 

 

 

. . . but companies aren't giving them.

This is taken, and expanded upon, from the book, What Customers Really Want, by Scott McKain.

The book was written in 2005, but many of the lessons are just as today as I have written in a number of blog posts.

Here are the six things customers really want and what most businesses are giving them:

  1. Customers want a compelling experience.  Businesses are giving them customer service, and not very good customer service at that. As Peter Shankman has said, all you have to do to be better than someone else is not "suck."
     
  2. Customers want personal focus.  Business provides a product focus. Sell benefits for the individuals rather than the features the engineers think are cool.
     
  3. Customers want reciprocal loyalty.  Businesses supply endless prospecting.  How much does your company spend on branding, lead generation and demand creation versus customer satisfaction.  If it's less than 80/20, your company is doing better than most.
     
  4. Customers want differentiation.  Businesses offer sameness.  Companies are getting better about offering differentiation within a range.  The ability to custom design your Nike shoes online comes to mind.
     
  5. Customers want coordination.  Businesses offer confusion.  This problem is getting worse rather than better as customers interact with companies across multiple channels when the companies remain siloed in terms of structure and where customer data resides.
     
  6. Customers want innovation.  Businesses want to maintain the status quo.  Apple effectively took online digital music from Sony.  One was innovative, one wanted to maintain the status quo.

Are you more focused on your products and services or on your customers needs and wants?

Do you have an open and ongoing dialog with your customers?

 

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Tags: consumer insights, transparency, trust, customer experience, dialog