5 Reasons Why Your Consumers Just Aren’t That Into You
Some might say that charming a consumer online is a lot like dating. Before deciding to spend money or time, customers look for defining brand qualities that will result in a long, mutually beneficial relationship. But, some brands are missing key points of interaction, and are consequently letting competitors step in and steal consumer hearts.
Today’s consumer is in charge of the buying journey, and they have more choices and higher expectations than ever before. Thanks to digital, the customer / brand relationship has evolved into something more—something more engaging, personal, and enjoyable.
Why are consumers afraid to commit to your brand? Below are 5 reasons your brand is losing the fight for loyal, happy, converting customers.
1. You didn’t make the first move.
Like any lasting relationship, you must meet expectations and make a memorable impression, right from the start. This is especially true for first time visitors in today’s ‘Age of the Customer,’ where expectations are higher than ever. It’s up to you to deliver optimal customer support, even before it’s requested.
How can you do this? Monitor customer behavioral patterns on your site and pinpoint problems areas. Are most abandoning at checkout, or hovering over a product page for too long? Stay one step ahead, and make these pages more intuitive before receiving a complaint.
Or, offer live engagement for those who seem to be stalling on your site. According to LivePerson’s most recent survey of global study, The Connecting with Customers Report, 41% abandon an online purchase due to an unanswered question. So, make the first move, but make the smart move with intelligence on your side.
2. You lost the “romance.”
When it comes to courting your customers, it’s up to you to keep the romance alive. So, woo your customers at every opportunity, because ultimately they all want to feel valued, regardless of where they are in the buying cycle. Thanks to new technology, there are ways to make more meaningful connections with site visitors in real time. Leverage insights from your website, like purchase history or recently visited pages, to create personalized customer experiences.
With a sharpened focus on service and support, the goal is to identify with customers on a more intimate level. Differentiate your brand experience by making the customer relationship a two-way street. Show visitors you remember previous interactions by offering more relevant ads or content. Or, offer the same support agent that helped the customer during a previous visit. Almost 90% of LivePerson survey respondents found it useful to reconnect with the same support person in subsequent visits.
Ultimately, the sentimental experience is the best experience.
3. You weren’t attentive.
No one likes to be left waiting. Remember what it feels like to sit by the phone waiting for that special person to call you back? LivePerson found that the top two factors to a great customer experience include speedy responses to service inquiries:
- 73%: Getting my issue resolved quickly.
- 53%: Getting my issue resolved in a single interaction.
Even more powerful, LivePerson found that a consumer will wait for help for only 76 seconds before navigating away from your site (most likely to a rival suitor). Clearly, as in any good relationship, attentiveness is key. Customers want to engage with brands in real time, in the same channel (i.e. live chat or video).
4. You didn’t provide a consistent experience.
No one wants to be stuck with a moody brand that can’t commit to great support at all times.
It’s no secret that customers have gone multi-screen. It’s critical to provide an omni-channel experience from one device to the next, and ensure that you maintain brand image and authority on all channels. A great customer experience on a PC will vary from a positive mobile experience. Mobile shoppers are likely on-the-go, and might even be in-store. Fortunately, there are ways to embrace showrooming shoppers.
People enjoy consistency, familiarity, and ultimately, comfort. Does your brand appeal to these emotions?
5. You missed out on that “defining moment.”
Think back to notorious romance films, like The Notebook or Titanic. During the early stages of a relationship, there’s usually a defining, eye-opening moment that sparks a deeper, more intimate connection (i.e. Noah’s Ferris Wheel stunt or Rose’s brush with death at the boat’s railing).
Like a love interest, consumers make decisions based on how they feel during critical stages in their journey. You must understand where those high impact moments are happening and allocate the right resources accordingly. For example nearly 75% will select one site over another due to the ease of browsing or searching. Another 35% say need help when making a purchase.
Prioritize these moments, with the knowledge that they may be deal breakers, and offer real time assistance to those who need it most.
Romancing the Brand
A recent report from Forrester tells us that customer experience is more important than product price in the decision-making process. It’s further proof that, ultimately, consumers crave the human experience. Nurture a loveable brand, one that consumers identify with and feel connected to on a more personal level.
How is your brand creating relationships that last with your customers? Please feel free to share in the comments below.