The landscape of Customer Experience is undergoing a rapid transmission like never before, thanks to disruptive technologies, social media marketing, and changing consumer behaviour.

The traditional method of buying products is no longer acknowledged. Even popular brands are required to benchmark themselves, as well as their competitors to survive, in the ecommerce realm. Going the extra mile every time and putting customers first has become a kind of norm; by doing this, you can attain loyal clientele.

However, there still remains popular myths about your customers that it’s time to set straight…

Myth 1: Low price = customer happiness

A common belief is that our customers want the lowest price – period. This is true up to a point.

Differentiate a product or commodity only by price and you’ll get some new customers – but that doesn’t mean they will be loyal to you. If one day your competitor quotes a lesser price, then those customers will happily switch. Previously, businesses lowered their cost of manufacturing to lower prices and drive additional sales, then “make it up on volume”. In 2019, customers have changed, and so must your strategy.

Myth 2: If they don’t complain, they’re satisfied

In today’s fast-paced world, most customers don’t bother to complain – all they just do is never come back, leaving you in the dark. However, there are a few customers who might try to get in touch but can’t find the appropriate touchpoint, or they just don’t care enough about your brand to give you feedback.

An increase in customer churn definitely indicates your customers are unhappy. In such cases, damage control is probably a near-impossible feat as people will believe what other people close to them are saying instead of what your business is claiming.

Myth 3: We know our customers well

No matter how popular your brand is, claiming that you know exactly what your customers want, and what they don’t, is one of the biggest myths there is. Believing that no-one knows your customers better than you can cost you a ton. There is, of course, someone else who knows more about what the customer wants – the customer! 

By probing the customer on why they want something – and understanding how customers get value or benefit from the things they want – it is possible to jointly envision and develop new, creative ideas.

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