We’re all convinced, measuring is knowing. But far too often, we fail to implement.
We are looking at the results of research, and suddenly we feel the fear of change, and stick to existing conventions, conventions we sometimes ignore the origins from.
We see questions but no answers.
We are afraid to change things although we invest a lot in research. In this way, it took traditional newspaper publishers ages to shift towards the user-friendly tabloid version we all adore. Why? Because for centuries they thought newspapers should always stay the way they were, because that was how quality newspapers ought to be, period. They were convinced their readers would reject tabloid format. We did not, quite on the contrary. We welcomed it.
So, high time to close the the knowing-doing gap, and turn research into an actionable strategy.
Talking the language of your customers on your website shows you care about what they are searching for. And it also helps you to be found more easily.
Imagine what it would be like not to be found on Google…
Online searching and the use of Google in particular have changed the way we all look for information. The way we search the internet has also changed the way we interact. By changing the way we interact, our expectations about what to find, have changed as well.
How customer intimate is your organization? Do the test
Create your own story with the Google search stories video creator
Face the market with a customer-intimate marketing strategy
Today’s consumers are much more demanding and well informed
1. Like to connect and share their beliefs and interests
2. Feel special, want to be treated in a unique way
3. Make their own choices based on their own criteria
Today the market is global and highly competitive Companiesthat want to outsmart competition understand the differentiation game
1. Are collaborative
2. Highly personalize their actions
3. Set up dialogue and engage with the customer
Customer intimacy as competitive advantage for the further growth and profit of your company
For a start, it feels good to believe you have satisfied customers, doesn’t it? But that in itself is not sufficient to ensure the further growth of your company. Satisfied customers have positive feelings towards your company, but they also look and shop elsewhere. They are not won forever. They can walk away from you at any point in time, looking out for other options, or being won for something else. Sometimes they may even go for worse alternatives, which on top of that, give them an even better feeling, based on highly subjective criteria.
If you think you cannot do anything about this, don’t continue reading. If you would like to find out how to have an impact on this matter, go on reading.