It’s easy for companies to fall into the trap of thinking that they exist for their own benefit. In fact, companies exist for the benefit of their customers. And ultimately, if the consumers are happy, then the business will do well. There’s slightly more to it than that, sure, but it’s reasonably fair to say that in nearly all cases, a business that does not have customers on its side will face a rough future.
The easiest way to keep customers on board is to give them what they want. And by that, we mean more than just the products and services that you offer. In this blog, we’ll run through some of the staples that modern consumers look for.
Content is king these days. It’s mutually beneficial, too -- consumers get access to useful information that helps them select products, learn how to use them, how they fit into their broader life, and so on. And companies get to show off their expertise. There’s no shortage of content methods you can incorporate into your marketing strategy. For example, you could write a blog, host a podcast, or publish infographics on your social media sites. Consumers seek out this content, so make sure it’s your content that they find!
Consumers increasingly want to know that their buying products are not actively harming the planet. There’s a reason why companies that have a bad environmental record try to hide their less positive operations from public view! So it’s a good idea to look at your own sustainability measures and make sure that it’s as robust and extensive as possible. If you think you could do more, or you don’t know where to start, then look at working with sustainability consultants. They’ll be able to create a pathway for you to become a bona fide environmental powerhouse of a company.
Consumers, especially younger consumers, are also increasingly looking to give their money to companies that take a stand. In an age when everything is political, they want to know that they’re supporting companies that will be on the right side of history. If you’re active in one particular social justice area, then let the world know about it.
You can’t beat the classics. Consumers have always wanted excellent customer service, but it’s especially important these days. For one thing, the rise of internet purchases means people want to know they have access to customer service representatives when they need them. Also, customers can spread their thoughts via online reviews these days -- if you mess up, the world will hear about it.
Finally, consumers want smooth processes. In an age when things are smoother and faster than ever, people don’t really want to wait for weeks for their package to arrive or have to jump through hoops just to pay. If either of these elements of your business is not what it should be, then look at getting them up to speed.