The human being is visual, affective, emotional. Sometimes we don’t even need to say anything, that a smile speaks a lot more, a frown betrays a doubt, or even a strange face raises the connotation of contempt and irrelevance. In other words, understanding people means understanding business, and this takes on an even greater proportion when we realize how the power of communication can impact your results.
Bringing this to the universe of purchases, there is a certainty that needs to be considered: it is necessary to understand the customer’s purchase journey to remain competitive, using an assertive strategy, focusing efforts on the “well done essentials” to conquer more and more consumers. But how to do it?
It is necessary to see the customer experience as a systemic routine, in which the shopping journey can start on the sofa at home, at work, in traffic and, of course, there is the before, during and after this process, which is not necessarily linear.
In the physical environment, for example, in addition to providing a pleasant shopping space through a favorable layout, having the product available and offering assertive communication – such as prices – are the first steps to make essentials well-made.
In order to maintain a good shopping journey, it is also essential to speed up communication, since inefficient customer service is one of the biggest causes of dissatisfaction and giving up on purchases during the journey. An example of how well-done communication boosts results is to note that a decisive factor in the buying journey is when the customer knows that he will find organized prices that correspond to the product he is buying.
Currently, the consumer has a more active and demanding profile. This means that he not only looks for solutions that meet needs faster, but also gives his opinion and offers both positive and negative feedback when he finds irregularities.
With this in mind, it is important to practice empathy, put yourself in the consumer’s shoes and develop strategies that meet the desired service. In other words, still within the concept of doing the essentials well done, it is knowing that your customer is not looking for extraordinary things. You may even seek them out, but before offering them, your management processes, such as service, practicality, availability of products and a well-prepared team, must be done in an excellent way, avoiding conflicts.
Today, business management practices need to align with new market requirements, which are closely related to delivering value to the customer, in a transparent and collaborative manner. In this context, having specialized technology to carry out more assertive strategies is a great competitive advantage that directly impacts the agility of the proposed solutions, improves work and enhances deliveries, eliminating gaps in communication and enabling the optimization of processes because, in the end, it is the customer who is always right!
Eduardo Harthcopf is Marketing Manager at Viasoft