It seems like the Covid-19 pandemic has just passed and we’re already in the midst of a 40-year high inflation, a possible recession, and another outbreak. There’s a lot of uncertainty during this time, but what’s certain is that the pandemic has changed the way people think about brands and brand loyalty.
You might be thinking about how to keep your brand relevant as consumer attitudes, behaviors, and purchasing habits change. How do you know what your customers are looking for? The most effective way to find out is to look at what customers are complaining about in your industry, and then create the opposite atmosphere.
Here are three areas of business that get the most customer complaints, plus suggestions to ensure that your brand stays relevant in a changing business environment.
OVERCOME
More and more consumers are turning to brands that value their own beliefs and perspectives. They want to know your business has core values that mirror their own and are looking to your brand to represent those values. They also want to know that you truly have their best interest in mind, well beyond the nice words on your website or other marketing materials.
Provide your customers not only solutions to their problems, but also methods that resound with them. If they are looking for some cozy fashion wear but are conscious of the environmental impacts of this industry, show them how the method you go about producing your clothing is both fashionable and sustainable.
People want to feel like their actions are meaningful. They like to know that they’re participating in something that not only fulfills a desire or need but also has a larger positive impact. That’s where they need your expert guidance to help them achieve their goals.
OVER-DELIVER
If you tell someone you’ll follow up with an action this week, do it sooner and definitely no later than the end of the week. This way, your customers know they can trust your words and count on you to follow through. This will help you in all your interactions afterwards, as your customers know what to expect and feel confident that doing business with you will deliver results.
To show a little bit more thoughtfulness, think about sending emails, cards, or handwritten notes of inspiration to your customers. This helps maintain open lines of communication, and the kind gestures go a long way to creating relationships. Our actions have lasting effects, and you never know how an act of kindness can change someone’s day or life.
OVER-COMMUNICATE
A top complaint in any industry centers on a lack of communication, whether it’s a slow response or not handling expectations. Remember that if your customer has to ask you for an update, you’ve already dropped the ball. Wouldn’t you rather have someone respond promptly with any kind of update rather than leaving the next step to guesswork?
People will form their own opinions regardless of whether you give it to them. These opinions will most likely be negative if you fail to communicate with them in a manner that makes them feel their concerns are taken care of. Make sure you are providing genuine guidance in a way that highlights your level of service.
In addition, don’t assume that your customers already know all the answers. In fact, help your customers figure out what pain points they have and what they need to solve these problems, and then highlight your product or service as the ultimate solution. This is where you can really use your expertise to shine. Remember, your customers don’t do what you do everyday, which is what makes you enormously valuable to all those whom you serve.
The Takeaway
In a changing business environment, tools and strategies may change. But some basic forms of human interactions don’t, and it’s so important that you still make sure your brand and business reflect one that will uphold these human interactions.
We’ve discussed ways on how to stay relevant in business. Now, it’s your turn to discuss your brand with us to help keep your brand and business relevant.
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BrandFace® is a personal branding firm for entrepreneurs and experts who want to STAND OUT from their competition and attract their ideal customers so they can become recognized and sought after authorities in their space. Tonya Eberhart & Michael Carr are the partners behind BrandFace. Their mantra is, “People don’t do business with a logo. They do business with a person.”