With the amount of technology surrounding us today, it’s no
surprise how customers have become extremely knowledgeable through information
available to them within reach. Count on a customer to research anything they
can about a product before spending thousands of dollars, or spend hours
scouring reviews to determine if they should try this restaurant or not—in any
case, technology has led to the modern customer: a person willing to go deep
when it comes to getting to know a product or service better, someone who knows
what they want, and want it fast.
starts with information
More often than not, modern customers would consult the
Internet every time they hear about a new product or service. With Google helping
individuals become walking encyclopedias, it’s no surprise how a customer can
easily gather information about any product or service. Help your customers
form intelligent buying decisions by making information about your product or
service visible online. Be proactive and anticipate the questions your
customers would likely ask. Provide substantial information that your customers
would benefit from, and allow customers to learn more about your product or
service through engaging and interesting content.
A common misstep that leads towards poor brand reputation is
the lack existing channels for communication between brand and customer. How
can a customer feel empowered if they have to repeat themselves as they lay out
their issues when reaching customer service? That’s automatically a negative
score when it comes to convenience in their part. Provide seamless ways to
communicate efficiently to make sure customers are heard the first time.
Go easy on the flowery
Given the effects of social media plus the amount of
information within reach, customers today have developed a nose for detecting
what’s real versus what’s not. Trying to sell your products through aggressive
over-the-top marketing ploys and flowery statements won’t likely work and most
likely push your customers away; however, empowering them doesn’t also mean you
have to give them every scientific detail complete with technical jargons about
your product. Separate the fact from fake, strike a balance between what’s
honest and real, add a dash of sincerity, and leave it to them to come up with
a buying decision.
Making your customers feel empowered not only establishes
business rapport, it also paves way for brand loyalty. It’s all about allowing your
customers to be experts, and letting them form buying decisions independently.
Customer empowerment is letting customers know that your brand hears,
understands, and acknowledges them in all aspects of the customer journey.