Want the best customers?Three Golden Rules for Educating Consumers

We are all complaining about “bad customers.” Yes, you can admit it … it’s true. Some of them can be quite painful in the unrestricted expectations department. But we understand that they weren’t born that way, like kids / teens (as fathers of two great daughters 15 and 18 I can prove this). No: we made them.

In preparation for this article, I decided to do some research on what’s on this topic. From the early 2010s to today, I found several articles. Some are very good and some are interesting. Some analysts are focusing on the same thing, so they haven’t reported anything surprising. How does an organization shift its content strategy and marketing campaigns from distribution to “education” (more flashy language distribution)?

The problem is not what is called the customer acquisition targeting-attraction-capture stage. The question is how you do it. This is not about the needs of your company. It’s about understanding consumers and their expectations, meeting them, and making them their own customers.

You have bad habits and bad processes around the need to sell your product above all else. Consumers and your customers are just trying to a) get what they need, even if they need a “whisper”, or b) survive your crazy approach to the customer’s life cycle. ..

If you separate the process according to the expected results, find, attract, acquire, and engage as a customer-like good kids graduating from high school (my daughter just did, she received I am very proud of the damage COVID-19 (New Coronavirus Infection) And bad educators along the way-but I deviate) and set the path for their lives-you can have great customers too.

But how do you do that? Thank you! The answer is three separate processes:

1) Find the right consumer: I’m not going to start thinking you have something to call segmentation. Nor do we start discussing how you are doing it right / wrong. You can understand it. Needless to say, you can segment your customers (if everyone else is the same as you and they believe they are) to what your company considers to be a value segment rather than their needs. Emphasize that the sex is the highest. Even if you’re running demographics, predictive analytics, or other quirky models, what you think is a good life cycle goal for your customers, not what they say or need about themselves. Segment based on.

All right; you can admit it. This works for most brands.

If you want to try something else, how about segmenting based on customer needs (no, not about product needs, but about the actual need for (re) solutions? Digital transformation, social media? , Online Communities, Better Data Management-Consumers are always telling us what they need.

When set out to understand their needs (intentions and everything) and timelines, requirements, contingencies and dependencies, and similar factors, the balance between them, rather than “pray for the right thing about segmentation.” You can create segments based on the required business outcomes and customer expectations achieved. These are the right people to work on as a segment or customer target. Sure, it’s different, but are you getting the best results from the traditional process?

Learn about customer needs, understand what your company is looking for, replace traditional segments with needs and solution-based segments, improve campaigns and delivery to fit this new model (and perhaps content), and you Please let me know what you are doing. I have some ideas …

2) Empower them to be good customers: This is where it starts to get tricky-this is an intermediate land. At this point, start using your recently built technology infrastructure. That is, leverage your investment in unique-id to identify consumers, learn about them, and associate these lessons with proper education. It’s not just about educating consumers about your products, processes, brand commitments, brand identification, and more. It is to learn about their expectations and desires so that you can solve them better and aim for proper education. Earlier, if you did it for targeting purposes, at least in part, and increased your outreach and inbound efforts, you have some good eggs among the many consumers that are flocking to your business. I know that

Doing so can empower them according to their needs and expectations. Need product information? Corporate information? Or both? What is the most important thing for them? How do your content and content delivery strategies meet their needs? How do you update your profile (even if you’re not a customer) to reflect what you’ve learned?

But the most important part is understanding and accepting their expectations. So far, we have been delivering content through campaigns and by default. New customers get this. Existing customers get it. New customers who are interested in this product will be placed in this workflow and so on. Broadly speaking, this works well with a numerical approach to consumer education. Targeting 100 could give you a “live” 1-2-3. In this new world, you can take advantage of the tools and technologies you implement and modify them to be more personalized. Personalization comes from known expectations. You can set rules and workflows that are added to your profile and dynamically adapt to each piece of known information known about your consumer. The ultimate goal of these workflows is to turn consumers into customers.

Using the lessons learned specifically about expectations, they provide the information they need to make choices and trust you as a provider. Your goal is not to convert them, but to learn about you and your products and convert themselves.

3) Guide your customers involved. This is where it gets fun or interesting. Until now, operational efficiency has been high. Now the focus is on effectiveness. How do you take advantage of the fact that you have found the right people and empowered you to become a customer (through education and information sharing)? We will continue to share information, but we will become more focused on what and how we do it. Engagement comes from building trust, increasing employee empathy with customers, and continuing to focus on meeting expectations (customers) and delivering results (organizations) in a step-by-step model.

The main difference between what we are proposing here and what most organizations are doing today is not mass-producing information (continuing the operational efficiency aspect), but finding and using the right information. That is. Both providing and receiving from customers to create highly personalized interactions. Performing these interactions (measured for effectiveness, not efficiency-good, not numbers) is the basis of engagement. Engagement is generated in either way by focusing on providing good interaction that is part of a larger end-to-end experience, with the right information based on your specific needs. There is no way to artificially build engagement beyond being able to “force” people to interact with us. In return, as long as the customer gives the organization an opportunity, the organization must focus on the right solution without further expectations, a way to create trust and needs over time and ultimately attract customers. Will be.

Rather than forcing them to be part of these processes or journeys, your guidance distinguishes one organization from another that focuses on the wrong goals. It delivers results, manages expectations, and provides excellent interaction. The rest will be adjusted automatically.

Sounds easy. This may sound like a cliché, but if you grow your consumers rather than just asking for numbers (flies, honey, etc.), you can get far better customers. This can be time consuming and requires a process of developing consumers based on their needs, not the company, usually paying attention to the details of the areas that are divided into segments just to count the number of consumers.

I can do it. It may not be a tech wonder, but it’s definitely worth a try. In the worst-case scenario, you’ll learn about customers, results, expectations, and how to get them all together. The best scenario is to educate consumers to become better customers.

Try it?

As always, comments and conversations / invitations to conversations were won on LinkedIn through the world’s worst secrets (my email address) and by the evil forces plotting against me. If you are immediately welcomed via other channels at any time …

Let’s meet again. Thank you for reading.

Want the best customers?Three Golden Rules for Educating Consumers

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