Customers Can Be Unreliable Narrators, But Here’s How To Break Down Their Barriers And Boost Sales
In life, we all have a certain idea of ourselves, particularly when it comes to our interests and passions. Perhaps we think of ourselves as keen crafters even though we barely crack out the sewing machine. Or, maybe we imagine ourselves as sport enthusiasts but rarely get around to our so-called favorite sporting activities.
This wishful thinking is a normal part of human nature, but, as a business owner who’s trying to get a grasp on your target audience, it can quickly become a problem. After all, how can you possibly give your customers what they want when they’re giving you this unreliable information?
Before long, you may tie yourself in knots to please without actually boosting sales at all. To overcome this problem, why not try breaking down those barriers and getting to the root of customer reality using these top suggestions?
# 1 – Analyze Actual Customer Behavior
While questionnaires and other customer-first feedback platforms have their uses, human bias and personal misconception will always creep into the mix. That’s why you should always aim to pair these options with in-depth analysis of actual customer behavior.
Let’s say you send out a customer questionnaire asking about shopping habits. Your customers might give you feedback that highlights, say, midday or afternoon shopping. Yet, working with Google Ads specialists who can directly follow ad click-throughs and sales may reveal that you see the most organic interest past midnight.
This knowledge is key to understanding how consumers truly shop, and when you should schedule things like social media posts to fit in with reality, rather than the times consumers merely imagine themselves to be most active.
# 2 – Show That You’re Listening
Have you ever lied and said ‘you’re fine’, just because you think the other person is only asking to be polite? This is something that customers do all the time, and it can significantly reduce your ability to address prominent issues or secure resales.
So, why not show consumers that you actually DO care about their experiences, and that you really are listening to their feedback? Things like real-time social media replies, incentivized post-purchase surveys, and even just 24/7 customer lines can all help to improve your listening ear, and hopefully increase the amount of real feedback consumers feel able to give you.
# 3 – Surprise Them
Nothing brings us out of our unreliable narrations better than a surprise, so why not give your customers a little more than they’re expecting next time you hop on the feedback train?
Instead of leaning on generic questionnaires, it’s especially worth injecting a little brand personality via unexpected questions that make your customers really think about their answers. Throwing in the odd ‘fun’ or seemingly unrelated question can also help to break down barriers, and warm up your customers to give a more honest response next time an obviously feedback-based question pops up.
We’re all unreliable narrators in our own stories, but that shouldn’t stop you from getting to the heart of what customers want when you use these top suggestions.