Your Brand Identity- Evaluation: Step 2 of the Customer Journey – Part 2

We started looking at how to properly evaluate your business last time. Today, I want to continue on that same thought line. Use the following as a checklist to see if your business is offering optimum functionality and value. We started looking at how to properly evaluate your business last time. Today, I want to continue on that same thought line. Use the following as a checklist to see if your business is offering optimum functionality and value.

 

Uncertainty

 

FedEx answered the uncertainty problem when it came up with the capability of allowing customers to track packages throughout their journey. You can use simple comparison charts to highlight alternative solutions in your shop or website. On your website, use FAQs and helpful step-by-step selection guides. Clearing uncertainty at point-of-purchase has been shown not only to lift sales, but also increase Heidi’s positive referrals by 20%.

 

How easily can Heidi talk with you or your staff to get information? Can she see reviews of your offerings from other customers?

 

Getting in Touch

 

– 50% of purchases will be by social media or phone in 2015

 

– 71% of shoppers already shop via phone

 

– 88% have had a negative experience

 

– 43% will immediately defect to a competitor

 

– 30% will NEVER revisit that retailer’s mobile website

 

– 51% of retailers’ websites are hard to navigate by phone

 

– 46% of product images are too small to make a buying decision

 

– 26% find the checkout process frustrating

 

– 41% have concerns over security (see retailtouchpoints.com)

 

To put it simply, do it right and you are already miles ahead of your competition.

 

The content on your website, the physical presence in your shop, and the helpful pieces you put in your social media outlets all need to cover those six elements. The main objective is helping Heidi solve her problem by producing the gains and minimising the pains.

 

Plan your Campaign

 

You can develop a schedule of articles or short pieces that cover these items. Produce these regularly and write in a way that interests Heidi in terms of her “what’s in it for me?” concerns.

 

Competition

 

But before you publish all those pieces, you need to consider your competition. Remember, Heidi is comparing you with the offerings of others. So how can you ensure you come out on top in this evaluation phase?

 

First of all, don’t lie or exaggerate. With social media, your unmet promises will be broadcast far and wide.Second, you need a basic competitor analysis. At a simple but effective level, this means you need to determine who your key competitors are (the top three) and then research how you compare with them. This will help you to explain why your solution to the problem is the best for the customer!

 

Website Analysis

 

Start with the Google entry. How well do your competitors word their description in terms of solving Heidi’s problem? Can you learn and improve yours in order to highlight you value proposition?On their website, how well do competitors answer the six elements of customer satisfaction? Who has the easiest layout for the reader to find what they want to know?

 

Social Media Feedback

 

What are people saying about a competitor? Can you use these comments to guide your own content and help highlight your strengths?

 

Capabilities Assessment

 

You should know the key capabilities required for your particular business niche. Some of them are directly visible to customers, but others are the causes of the effects Heidi experiences. An example of this is poor processes or untrained staff. How do your competitors rate in terms of these? How can you highlight your own capabilities, relating them to how they help solve Heidi’s problem better?

 

Call To Action

 

Finally, help Heidi buy from you right now. Make it as plain as day what to do next. Make a sale! How you convert is the subject of another discussion.

 

Graeme Stevens
CEO and Co-Founder
neXtep easy
www.nextepeasy.com

 

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