Why Customer Happiness Matters?

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”— Jeff Bezos

Your customer want someone who understands their challenges. Do you understand their budget constraints? Are you aware of the disruptions in their niche? Often times your personas could be starting out in their niche or don’t know where to get the resources that are helpful. This is where you can fill the void

Your customers want a trusted and reliable partner. Understanding their pain points is not enough. Are your suggestions, offerings, and content relevant to to their business? Is it applicable and sustainable? A good customer experience leads to the customer trusting you and your offerings; to take it up a notch, a continuous good customer service makes you and your offerings reliable to their jobs to be done.

“80% of companies say they deliver ‘superior’ customer service; however, 8% of people think these same companies deliver ‘superior’ customer service.” — Bain & Co.

After you’ve shown you understand their challenges and are a trusted partner, you want to demonstrate that you can see around the corners for them. Amazon understood this principle when their customers buy a paperback book, there was still that pain point of immediate use. Following their customer-first mindset, Amazon made it possible to access your book online immediately before you got your order delivered physically. If you can see the edges for your customers before they do and address it, that makes a difference in their experience.

So why obsess over customer experience?

Your revenue is tied to their happiness. It’s that simple. If your customer are not happy, they go somewhere else. Most importantly as “subscription based models” is replacing old business models and ownership of offerings become less common, it’s easier for customers to easily switch their usage of any service or products if it’s not useful to them.

You need your hero personas to be happy for you to be successful and expand. The best form of marketing is referrals and word of mouth. You’ve probably heard the popular saying that “bad news spread faster than good news”; it’s hard to convert a prospect to a customer than to lose them.

If you provide a mediocre customer service, will your hero personas be loyal? The most likely answer is NO. Brand loyalty is directly tied to the trust your hero personas have in you. That trust stems from how reliable you are. “70% of buying experiences are based on how the customer feels they are being treated.” — McKinsey

Enhance your customer experience…

Continuously provide relevant content that addresses their challenges, disruptions in their niche. This is where content marketing comes in play. It’s not always advocating your offerings but it’s about showing your awareness about your customer’s challenges and sharing insights.

Be proactive in guiding your customer in a right timely manner. If there’s a potential regulation that could affect how they use your offerings or business, feel free to share helpful tips. While doing so, they be overbearing; I mean don’t bombard them with emails or content so that you’re not tuned out.

Don’t be afraid to bundle other products with yours if it helps your hero persona get a job done or achieve their goals.

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