I wasn’t blessed with 20/20 vision.
So I usually buy sight in contact lens form from Specsavers.
But recently, I was swayed to try Vision Direct.
They have quality brands, decent prices and free next day delivery. A must for us on-demand-ers.
So I thought, why not?
(This is not an ad BTW. Though if you appreciate the plug Vision Direct…)
The next morning arrives. As does an SMS message from Royal Mail to confirm my package had been delivered.
But what doesn’t arrive… is the package itself.
So I called Vision Direct, and within 1.5minutes, a new one was ordered.
No ‘we’ll investigate’. No ‘sorry, not our problem’. Or no ‘just wait and see’.
Just a massive apology from Steve the customer care guy, and the promise of a next day delivery.
And delivered it was… not. Again. Until 2 days later. (Again Royal Mail’s fault, not theirs.)
Though this time it arrived with a 75% refund as an apology.
Where other companies shirk at the prospect of holding their hands up when there’s a postal service issue, Vision Direct tried hard to make things up to me.
Even with two delivery mess ups, which would normally make me run for the hills, their hardcore determination to instantly try to solve the issue was admirable.
I respect that they took responsibility for not delivering (literally) on their promise, and compensating me for my (minor) inconvenience.
And now I trust that should there be any more future issues, they’ll solve them with the same speedy, quality service. And for that, I don’t think I’ll go running back to Specsavers. Just yet.
Let’s talk trust
Building a brand ain’t easy.
While there’s an insane amount to consider – like visibility, positioning and voice, to list three out of… well, three thousand other really important things, today we’re going to talk about customers.
And most importantly… keeping them.
Because in this age of ever-expanding digital options, consumer loyalty can and does vanish with the touch of a button.
With 55% of customers now having less confidence in companies than they used to, trust is clearly an important issue.
Though this is something that needs to be earned.
Not bought with short-term sales tactics and half-arsed communications.
The effort will be great, but the rewards of nurturing loyalty among your customers will be greater.
Just take a look at these statistics.
90% of customers are likely to purchase more than once.
93% of customers are likely to make repeat purchases with companies who offer excellent customer service.
90% of customers share their customer service experiences with others.
The numbers don’t lie.
If they like you, they will keep coming back.
‘Cheap as chips’
So back to attracting and keeping customers.
While it’s so easy to go down the route of perma-sales and always having ‘amazing cheap prices’ to reel them in, this isn’t always the best strategy.
Not long-term anyway.
In fact, this path could lead to a slippery slope.
Where you’ll find yourself rapidly hurtling downwards.
Towards bargain-basement territory.
And unless you’re an actual discount retailer… this is not where you want to be.
Perception is a major element when creating a successful brand.
It’s how people see you.
And no matter the quality of your offering, if you constantly offer discounted goods, people are going to think several things.
Usually along the lines of…
‘Too good to be true’
‘Must be cheap for a reason’
‘You get what you pay for’
AKA. Cheap in price = cheap in quality.
Because constant low prices can sometimes come with a reputation.
Plus, the people who are always on the hunt for a bargain are generally one-off buyers. Who will drop you like a hot potato for a better deal.
Don’t get me wrong, there’ll always be a market for discount goods. And if that’s who you are as a business – go for it.
Just make sure that you’re bringing in a value proposition elsewhere. Like with your customer service or returns policy.
Also, let me just note that I’m certainly not dissing sales. Just the reliance on them all the time.
Make them love you
If you want to attract long-term, loyal customers – you need to think beyond price.
You need to offer customers something more. That’ll make them want to purchase products from you.
And not one of the bazillion other companies out there with similar products, who are competing for the same audience.
And here’s how…
1. Be Human
Authentic, friendly and informed. If you want your customers to listen, this is how you talk to them. This applies to the copy on your website, your social posts and especially, real-life interactions. Because this gives consumers an insight to who you are as a brand. And who the people behind the brand are.
In fact, according to this study, honesty is the number one quality people demand from brands.
Innocent is a great example of how a brand can really connect with their audience in a super engaging, honest way. Instead of using health-related buzzwords, their voice sounds more like a friend who has just made you a smoothie and is eagerly waiting for you to try it.
2. Let Your Audience Lead
Get to know your audience. And get to know them well. Then use this knowledge as a basis for all your communication. Talk to them in a way they like to be spoken to – genuinely and transparently. And make sure your voice is consistent.
While your TOV should be ‘human’, it doesn’t have to always be… human. With Jumper’s AI chatbot feature, you can customize conversations to suit your audience. Like we did for the release of Marvel’s Ant-Man and the Wasp. Excitement was built around the launch using active, encouraging language.
3. Five Star Customer Service
Always, always, always give a sh*t when it comes to your customers. Day or night. Show them you care by being honest, dependable and going out of your way to offer the best possible customer service… and never making promises you can’t keep.
Offering solutions and making it easy for customers to find instant answers not only helped Etsy build trust with customers, it also encouraged repeat sales.
4. Hunt For Feedback
If you want to know how you’re doing, you need to ask. Whether it’s a quick survey or encouraging online reviews, find out what needs fixing. And then fix it. Never stop trying to improve.
When seeking feedback, TomTom made it really easy for customers to share their opinions on the website. Using both multiple-choice, easy-click options and a text box catered for every type of consumer. Those who would be happy to write a detailed response, and those who wanted very basic involvement.
5. Make Technology Your Friend
When you’re working across several channels at once, it can be tough to keep an eye on everything while trying to stay consistent. Which is why a little tech is key. Cue Jumper. This multifunctional platform puts the commerce into social commerce, letting you transform your pages into storefronts.
By making transactions more conversational and human, it’s easier to build a relationship with a customer.
And with a relationship comes trust.
And with trust comes conversions.
Maybe even up to 60% like other Jumper users have experienced. #ShamelessPlug
Strong brands don’t just happen. They’re built.
And like any good relationship, it needs to be built on trust. Not just price.
And while this can feel like an enormous feat – it is one that is really worth the effort. Especially once you see the profits rolling in.
For help with transforming your website or social app into a conversational commerce haven, get in touch with us today.