Consumers' Faith is Shaken, How Will You Win Their Trust?
2020 has been tough on your business. It’s been tough on a lot of businesses just like yours. Indeed, the pandemic, lockdown, shaky reopening, localized lockdowns and shaky reopenings that have become the staccato norm for many entrepreneurs. And they’re quite understandably exhausted by it all. Suddenly customers who used to be faithful regulars are almost never to be seen. Products which used to fly off your shelves sit untouched gathering dust. Inventory stops being “money waiting to happen” and starts to become a cash flow crisis. But before you slash your prices and throw a 40% off sale in the hopes of re-igniting consumer interest and gaining some liquidity, it’s worth taking a moment to empathize with your customers.
They’re likely scared. They’re probably dealing with significant cash flow problems of their own. Their household budgets have probably been decimated by the past few months. They’ve probably lost at least some of their income. They may have lost their jobs. The products and services you offer may not be a priority for them anymore. But that doesn't mean that they can’t be won back. Their worlds have changed. Their faith is shaken. But if you win their trust, you can not only bring them back, but keep them coming back.
Stay in touch
Being proactive in your marketing is extremely important at a time like this. Make sure that your name is at the forefront of your customers’ minds. Even if they haven’t bought anything from you in a while. Send them reassuring messages on social media. Make sure you keep them up to date with how your business is changing in your marketing emails. Make sure you’re generating content marketing materials like blog posts, tutorials, infographics, FAQs, white papers, e-books and video. Not only will it add value for your customers, it’ll give your SEO a nice little nudge in the right direction.
Make their lives easier
Many of your customers will not only be grappling with money issues. They’ll also have logistical issues to wrangle. For instance, they may be struggling to get away from the home with the kids still out of school. They may have to look after elderly or vulnerable relatives who are now living with them who were not at the start of the year.
They’re stressed, they’re agitated, and they need a helping hand. If you can provide it for them, you can earn their trust. Offering free next day delivery, allowing them to choose delivery times free of charge, using a payment gateway that accepts a broader range of payment options. These are all ways in which you can make customers’ lives easier. Even something as simple as making sure your team keep your CRM up to date can make for a more frictionless experience. Which brings us to...
Invest in proactive customer care
Your customer relationships are defined by your ability to service their needs. But how proactive are you in making sure their needs are met? Often, even when we think we’re offering outstanding customer service, we’re simply being reactive. If you’re serious about standing out from the crowd and gaining the trust you need ton thrive, you need a proactive approach to customer care. Don’t wait for them to contact you to tell them that there’s a problem. Reach out and find out how happy they are. Some good ways to embrace proactive customer care include;
Adding a “Products you may like” feature to your e-commerce site
Sending out customer satisfaction surveys
Use SMS scheduling to remind clients or customers of appointments
When you make a mistake, call it out and let customers know what you’re doing to rectify the situation.
Remind them how safe they are
None of us feels as safe as we did at the start of the year. And in this time of fear and confusion, you have the power to establish yourself as a beacon of hope and trust. Use your social media presence and content marketing efforts to remind them what steps you’re taking to keep them safe. Not just in terms of their on-site safety, but in terms of how you’re protecting their data by investing in robust cyber security.
Look at what your competitors are doing… then go one better
Finally, if you want to position yourself ahead of your competitors, you need to take a close look at what they’re doing. How are they dealing with the demands of the pandemic? How are they adapting to improve their customer experience? Are there any ways in which you could do something similar but better? You’ll provide a better service to your customers when you remember that you’re not in a vacuum!