Of course you think that you understand what makes your customers tick.
You believe that you understand why they buy your product or service. But have you ever, personally, gone through the buying process that your customers go through?
Depending on your business, there may be a number of external influences that are not directly under your control, that may have a fundamental effect on how your business value is perceived by your customers. A series of hoops that your prospective customers have to jump through to get to your value offering.
Perhaps your product is sold via distributors, integrators or VARs. Perhaps your food is ‘sold’ by your serving staff. Perhaps your service is promoted by direct sales personnel.
Last year the Marketing Leadership Council conducted a study and found that 53% of customer loyalty was attributable to experiences related to the purchasing experience.
Not how your product/service met their expectations, not pricing, and not company branding/positioning. Simply, how the process of buying your value offering made them feel.
Have you ever stood in your own queue?
Have you ever actually bought your product? Have you ever bought the product of your competitor?
How do the experiences compare?