Markitects' Ian Rheeder says neuroscience holds the key to mastering customer experience management.
We’re bombarded with advice about how to attract customers, but according to Ian Rheeder, chartered marketer and director at Markitects, this is too much of a good thing.
Neuroscience however holds the key to how to sell your products and services, delivering the chief insight that it’s not what you say to customers, but how you make them feel. Deep listening and nurturing relationships with them are important.
Using neuroscience principles to master Customer Experience Management (CEM) may just be the advice to run with.
Here are three ways to know your customers and enhance their experience:
1. Ask your employees what they think
Charity begins at home. Your employees know a lot about your business and if you take their feedback and insights seriously, you’ll get to know more about your customers. Your employees could be tasked with research, which would allow them to contribute meaningfully to the customer experience strategy.
Employee engagement is not just soft stuff; it’s essential to business. If people care, they are more productive, give better service and remain longer in jobs. This leads to happier customers, who buy more and refer.
Ian says:
“Companies can market and advertise till they’re blue in the face, but if the people on the floor are not happy, trust me, your customers won’t be happy either."
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2. Organise focus groups
Get about six to eight people in a room for two hours (an incentive would probably be a good idea) and bounce ideas off them. Ask questions like: What works? Why would they choose your competitor? What more could done?
More than just a survey, a focus group allows the dynamics of human interaction to come to the fore, where insights from body language and emotional responses can be gleaned.
3. Conduct individual interviews with core customers
Visit 300 of your best customers individually (yes, you read that right). They may be busy as hell, but make it worth their while to set up 20 minutes with them (take them a cappuccino) and ask them how they feel about the business you’re offering, what’s working and what more can be done.
We’re the planet’s most social creatures. Neuroscience has proved that we are 90% emotional. Start with that knowledge.
If you need help in fostering relationships and shooting out the profit lights, visit the CFO SA Training page and qualify for 10 percent discount with code CFO2018.
What course participants had to say about Ian Rheeder’s courses:
“Overall, it is the best course I have been on; no dull moments.”
KAM, leading packaging company
“I now realise my mistakes I’ve been making.”
Sales manager, leading door manufacturer
