Your Brand Identity- Evaluation: Step 2 of the Customer Journey – Part 1

 

So Heidi has recognised that she needs a problem solved, and is now aware of your product/service as a potential solution. How do you convince her to do business with you instead of your competitors?

 

Before you can convince anyone to do business with you, you have to take the time to understand her and her problems. You need to be aware of Heidi’s required gains, hopes, required results, pains, fears, concerns and her daily reality. When you get to this level of detail, you can offer specific examples that relate to her. You can also talk to Heidi as a person rather than a collective customer base.

 

Once you have that level of detail you can start with carefully-crafted responses. These responses encompass six key elements that determine the level of satisfaction achieved in the customer experience.

 

Results – Getting the Job Done

 

Research shows that this is the most critical area of comparison. Heidi wants to be reassured that she is making the right decision by selecting your offering. Do you clearly and easily show Heidi that your product or service can help her get the job done? Do you use examples or case studies to back up your claims in a clear and compelling way? What about images? Visuals are processed 60,000 times faster in the brain than what text is.

 

Process – the Path to Satisfaction

 

Help show Heidi how you have made it exceptionally easy for her to get a result. Address at least the critical Touchpoints that she will encounter in her journey with you. Illustrated step-by-step usage guides are a major advantage wherever appropriate.

 

Emotional Gain

 

Heidi will choose to buy based on emotions after she decides that her need can be met. There must be great stories in your media content around the delivery of your core product or service. Your graphics and text need to be focused on the emotional benefit, but you should also emphasise the functional support she will receive.

 

Price

 

For lower priced items, don’t forget the attraction factor of prices ending with a ‘9’. You can minimise the price pain aspect by reframing it. If something appears to be expensive, encourage indulgence. You can also change the unit of measure (while a once off $2 400 may sound a lot, $200 a month is much easier to manage and is also helpful for Heidi’s cash flow). Locally, see how well shampoos sell in individual treatment sachets versus comparatively expensive bottles. Clusivol Vitamins in the Philippines used the slogan, “Because getting sick will cost you more” and grew their sales by 16 percent.

 

Inconvenience

 

Show how you can help eliminate or reduce the pains that Heidi must go through to get the job done. Make it easy for her to find what she wants.

 

Recently Heidi and I decided to order in from a popular restaurant. We looked up their website take-out menu on an iPad. It took forever to locate the tiny link to the menu. (Remember context, we were doing this by candle-light.) It then took five minutes to download their PDF menu—which would have been useless on a phone. When we decided what we wanted to eat, we found there was no phone number on the menu. We had to go back to the website! I gave my address with the order and they already had my phone number, but those instructions weren’t properly passed on to the delivery guy. By the time he finally found us, the food was cold. No more orders from them! Remember the old days when we were amazed that a restaurant had our address from our landline number lookup? The modern equivalent will be when the restaurant can pick up our GPS location. Adapt and grow or the business will ultimately die away.

 

There are several more evaluation steps you must take into consideration. We’ll look at these next time, so don’t miss out.

 

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

 

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