As businesses increasingly adopt a customer-centric focus, they realize that simply understanding what customers want isn’t always enough. To create precious customer experiences, companies need to go deeper and understand what makes customers tick.
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- What motivates them?
- What are their aspirations?
- What are their fears and concerns?
Only by understanding the underlying psychological factors that influence customer behavior can businesses genuinely hope to create experiences that exceed customers’ expectations.
One company that has embraced this philosophy is Amazon.com. Amazon has long been known for its customer-centric approach. The company has continued to push the envelope by introducing new features and services that consider customers’ psychological motivations.
For example, Amazon’s new “dash buttons” allow customers to order household goods with a single button. This simple yet ingenious idea considers that many people are busy and don’t have time to browse the Amazon website or even remember what they need to order. By offering a simple, convenient solution that eliminates the need to make a decision, Amazon is catering to one of the most fundamental psychological motivations: the need for convenience.
Another example of Amazon’s deep understanding of customers is the company’s new “svoice” feature. svoice allows customers to speak to Amazon’s virtual assistant, Alexa and gives them the ability to order products, get information, and handle other tasks without ever having to touch a screen. svoice considers that many people are uncomfortable with technology and are hesitant to use new gadgets. By offering a voice-activated assistant, Amazon is addressing one of its customers’ most common fears and concerns. Amazon is committed to going deeper with its customers in order to create truly exceptional experiences. Other businesses would be wise to follow its lead.
What are the Risks of going deeper? It’s no secret that to be successful; one must connect with their audience on a deeper level. The benefits are clear. By getting to know their audience and understanding what makes them tick, communicators can create more engaging and compelling messages. However, there are risks in going deeper. The first is that it takes time and effort to build these connections. It’s not as simple as sending out a survey or posting a few questions on social media. Communicators must be prepared to invest the necessary resources to get to know their audience. Another risk is that getting too close to your audience can backfire. This happens when communicators start to think that they know their audience too well and stop taking the time to listen to what they have to say. It’s important to remember that audiences are constantly evolving, so keeping the lines of communication open is essential.
Overall, the benefits of connecting with your audience on a deeper level are apparent. By taking the time to understand what makes them tick, communicators can create more effective and engaging messages. However, risks are involved, and it’s important to keep the lines of communication open.
Conclusion: By deepening your understanding of your customers, you can create a more powerful connection with them and learn how to serve their needs better. Taking the time to get to know your customers personally can help you build a lasting relationship with them and create a more successful business.