Ask your customers
This book told me if companies asked their customers t and delivered what they want, they would have big success. Companies can gather a lot of good business ideas and find great opportunities from customers.Customer feedback also allows companies to better understand how customers rate and use their products versus competitive products. WOM is all about listening first, understanding the conversation, and then speak or act last. Sometimes, customers may tell you why they like Company B’s product better than yours or they may complain something about your products. Don’t be upset, because these feedbacks are even more valuable to your company than positive feedbacks. Like Andy Sernovitz said to make unhappy customers happy can get larger effect than to make happy customers happy.
Find the talkers and build trust
The key factors of WOM are finding the people who are eager to share their experiences with their friends, building good relationship with them to make people comfortable to talk and giving people interesting topics and easy tools to continue talk. The author of this book mentioned talkers usually are those happy customers who want to share their pleasant experiences or the ones who have the outgoing personality. I want to add one more thing: talkers also can be the unhappy customers. Studies have shown that: An angry customer will tell up to 20 other people about his/her bad experience. A satisfied customer only may share good experience with 9 people. It is important to make people like you, build a more lasting relationship will result in more sales and greater word of mouth. One more thing I learned from this book is, the talkers can be much more than just your customers. Maybe they are your employees, neighbors or even someone just walk pass by your store who like your decoration. Mouths are everywhere. Companies need to have good stage performances. But don’t forget to build trust with people who are at backstage.
Join the conversation
Listen what people said about you first, and then join their conversation. Try to be transparent, honest and open. Answer your customers’ questions as soon as you can. Let them know you are listening and you care about their feelings and opinions. Be ready for those negative discussions about your products. Try to find the opportunities from these negative feedbacks to improve your products. Sometimes, you just can’t please everyone. If there is nothingyou can do about it. At least, you should show them you care and you are listening.
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