The chances are that in business you will want to keep your customers happy.
After all happy customers are good because they:
- don’t complain about you
- don’t cause any problems
- buy more from you and
- encourage their friends to buy from you
One of the reasons you use a service like RocketResponder to communicate with your customers is to help ensure they feel valued by you.
You want to keep them happy and one way of doing that is in the communications you have with them via email.
It makes sense that another way you keep them happy is by ensuring that the goods or services you provide are of real value to them and constantly exceed their expectations.
The concept of value here is a very interesting one. Consider the following question:
What is more important, the actual value provided by the goods ore services you offer or the perceived value that the customer has of it?”
If you think it is the absolute, actual value then studies have shown that you are wrong.
Your customers will be more influenced by the value that they perceive their purchase to have – irrespective of its actual value to them.
This means:
- your customers will be satisfied if the perceived value is better than the actual value
- your customers will not be happy – and thus unlikely to make further purchases from you – if the actual performance of what they bought is quite good but they perceive it to be bad.
Basically they want to feel good about the purchase and feel good that the purchase is right for them and for their lives.
Think about what you offer and think how you consider your customers would perceive the value to be.
Next time we will look at what influences this perceived value.