Companies are currently facing a very competitive market, which offers many options to the customer when buying a product or service. Before this situation, your company must build ties that allow them to connect with your customers, bring them and generate a lasting relationship of the product or service with them.
The success of your company within this competitive environment depends on the capture, maintenance and increase of number of customers. This should be the main objective of all your activities aligning all areas and departments to meet and provide customer satisfaction.
VALUE PERCEIVED BY THE CUSTOMER.
The value perceived by the customer is the difference that the customer makes regarding all the benefits and all the costs inherent to a product. The total benefit to the customer is the perceived monetary value of the set of economic, functional and psychological benefits that consumers expect to receive from a given market offer. The total cost to the customer is the set of costs that customers incur when evaluating, obtaining, using and finally getting rid of a given market offer. It includes monetary, time, energy and psychological costs.
The current client has a large number of tools that make it easy for you to be informed and have knowledge of the products you think and want to access. For this reason, your company must generate value to your customer when purchasing a product or service, through a series of strategies that increase the value of the offer, increase economic, functional or emotional benefits and reduce costs.
What strategies can you use to increase the value your client perceives?
Your company should conduct an analysis where it reveals strengths and weaknesses compared to your competition.
1. Identify the attributes and benefits customers value.
2. Evaluate the quantitative importance of the different attributes and benefits.
3. Evaluate the performance of your company and your competitors in each of the different attributes mentioned by your client, and depending on the importance granted.
4. Examine how your customers rate your company’s performance against your competitors for an individual attribute or benefit.
5. Monitor the evolution of perceived value over time.
DELIVERING A HIGH VALUE TO THE CUSTOMER.
A customer’s loyalty to a brand, product or service is defined as a deep commitment to re-purchase, or the tendency to remain a regular customer of a product or service in the future despite situational factors and marketing efforts Which could potentially cause behavioral changes.
A proposal of effective value consists in providing the customer with the total set of benefits that the product or service is intended to offer, which the customer perceives as what he expected and received from the product or service he purchased. These benefits can be tangible and intangible.
TOTAL CUSTOMER SATISFACTION.
The customer perceived satisfaction is the set of feelings of pleasure or disappointment that is generated in a person as a consequence of comparing the perceived value in the use of a product or result against expectations that had. If the result is lower than the expectations, your client will be dissatisfied, if the result is equal to the expectations your client will be satisfied, and if the result is higher than the expectations your client will be very satisfied. Evaluating your customers’ results towards a service or product depends on many factors, especially the type of loyalty you have with them.
It is necessary that your company have a good control of the satisfaction of your customers with your products and services, and you can do it through different methods of measurement. Among the most common are periodic surveys of customer satisfaction. The main objective of measuring customer satisfaction is to know the satisfaction or displeasure of the customer for the product or service and thus retain it, and if this is satisfied will be more lasting and will have loyalty to the brand.
Social networks can be very profitable for a company that has satisfied customers, since these can give positive comments about the brand, product or service and let them know in a positive way, while if the customer is unsatisfied can put Complaints and pushing protests towards the brand, product or service and these can be very negative.
QUALITY OF THE PRODUCT AND OF THE SERVICE.
Customer satisfaction is closely related to the quality of the product or service you purchased. Quality is the totality of characteristics and characteristics of a product or service that influence its ability to satisfy explicit or latent needs. Quality companies are those that satisfy most of their customers’ needs. The quality of the product and services, the customer satisfaction and the profitability of the company are closely related. A company with a good quality in its products or services has more satisfied customers so that its margins of profitability are higher, than companies that must reduce their expenses and decrease the quality of their products or services, which is reflected In the client.
RELATIONSHIP MANAGEMENT WITH CUSTOMERS.
It is the process of carefully managing the detailed information of individual customers as well as the points of contact with them for the purpose of maximizing their loyalty. Companies must have a very good contact with customers, almost any time it relates to the brand and the product, from real experiences or mass communications or personal. Good customer relationship management helps companies provide a better service in real time because they have information that can be used effectively in each consumer.
Marketing personalization is about making sure the brand and its marketing are as relevant to as many customers as possible. Employees can build strong customer relationships by individualizing and personalizing relationships. For these your company must use concepts like permission marketing and marketing one by one.
ATTRACTION AND RETENTION OF CUSTOMERS.
The current companies that are looking to be more successful must invest considerable time and resources in the search not only of new clients but also in the retention of these. To meet this goal, your company should make advertising guidelines, in Facebook Ads, or Google Adwords.
Creating customer loyalty to your business or brand should be the primary goal of your business.
INTERACTION WITH THE CUSTOMER.
Listening and staying next to the customers is a primary task of the companies and must reach the point that the same company is put in the skin of the customer. A good customer interaction is very valuable at the time it generates higher levels of customer satisfaction and has significant cross-selling opportunities.
DEVELOPMENT OF LOYALTY PROGRAMS.
Loyalty programs are designed to reward customers who buy frequently and in significant quantities. These strategies generate long-term loyalty, creating cross-selling opportunities. Some companies offer programs that generate rewards in a way that catches customers, and these clients feel special and important to the company and generate higher levels of satisfaction. The development of these programs almost always generates financial burdens for companies.
Some clients regardless of their level of satisfaction or dissatisfaction leave their activity with the company the product or service offered. Your company should make an emphasis on recovering its ex-clients because they already have previous information that can be useful when contacting them.
BASES OF CUSTOMER DATA.
It is very important that the companies have information of their clients and that aside from these they can save it and use it when it is necessary. This organized collection must be accessible, up to date and allow the implementation of actions to generate prospects, qualify them, sell them a product or service or maintain relationships with them. Database marketing serves to build and maintain the use of databases in processes when contacting, transacting and building relationships with your customers.
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