11消费者行为秘密，以满足和保留您的客户

您团队的目标应该始终是满足并超出客户的期望。这就是让他们回来更多的原因 - 并向他们的家人和朋友传播这个词。

However, as shiny as that goal is, it's hard to know what tangible steps you can take to achieve it. What actually draws customers in and makes them loyal to a specific brand?

If you're stuck on that question, read on for some customer behavior secrets that can help you come to a conclusion.

11消费者行为秘密，以满足和保留您的客户

1.客户是由情感而不是理性驱动的。

客户可能需要购买笔记本电脑。但是，促使他们选择了1,600美元的Apple MacBook，而Lenovo ThinkPad是情感。人们喜欢认为自己是实用的 - “这将持续更长的时间。它有更好的评论。这是市场上最新的评论，所以我知道这将是可靠的。”

但是，内心深处，他们真的在想：“其他所有人都有这台笔记本电脑，我想适合。我已经有一台iPhone，所以我想要一台可以与之配对的笔记本电脑。新的MacBook型号更加时尚，而且高科技比其他品牌出售的笔记本电脑更高。”因此，当针对客户时，最好针对他们的情感方面。出色的产品设计，周到的名称和吸引悲伤的广告可以帮助客户进入您的品牌，而不仅仅是产品的功能。

2. Help your customers physically engage with a product.

There's an ease in online shopping. Customers don't even have to leave the comfort of their bed to get all their shopping done -- from clothing to groceries to furniture. However, about60-70％的购买决定是在客户物理在商店中进行的。这意味着，与人面对面的产品可以为客户带来一切不同。

When a customer has interacted directly with a product they like, it's a lot harder to let it go. A product they merely viewed online and added to their cart can be abandoned in an instance. So, it's best to get your customers through your doors and have them see, touch, and try out the product in which they're interested. Chances are the interaction will be their deciding factor for the purchase.

3. There are four major motivators for consumers.

Each customer has their reasons for selecting one product -- or brand -- over another. By knowing which customers to target and how to best target them, you can increase your brand loyalty. The four motivators are:

1. Price

Consumers motivated by price are the toughest demographic to attract. They tend not to be loyal to any specific brand, but simply select the product that is the cheapest.

2. Solution

由解决方案激励的消费者对不仅可以提供低成本，而且还可以提供可靠，有价值的解决方案的品牌感兴趣。

3. High-Quality

Consumers motivated by high-quality products want the best of the best -- and they'll typically pay more for it. They want not only the best quality but also the best customer service, shopping experience, and more.

4. Value

Consumers motivated by overall value are similar to those motivated by high-quality products. However, when provided with great value, these customers will return the favor by remaining very loyal and, often, becoming brand evangelists.

4.消费者的行为与他们的报告不同。

不幸的是，对客户的研究并不总是准确。例如，您可以调查他们必须定期参加哪家咖啡店的人。也许，希望看起来独特或相关，他们可能会不诚实地回答，并选择当地商店而不是国家连锁店。因此，对于研究人员而言，这些结果是无效的，并且无法使用customer behavior。

The point is that customers can't always be trusted to understand their own behavior. Often, they don't even know why they do something or that a habit they have exists. It's up to researchers and brands to do the work for them by observing their natural behavior and making their own conclusions.

5. 95% of consumer thoughts occur subconsciously.

As with research surveys, customers might think that they know why they're making a purchase, but they don't always know. In fact,studiesshow that as much as 95% of a consumer's thoughts occur on a subconscious level. That means, what you actually inform a customer about a product might not make a huge difference compared to what they perceive and judge themselves.

This is why product design, graphics, logos, color schemes, and other visual content are so valuable for a brand. Customers can simply look at a product and make subconscious judgments about it based on its appearance. We know -- you shouldn't judge a book by its cover. However, just because you shouldn't doesn't mean you don't do it anyways. Thus, it's important to take this into consideration when designing your brand and products.

6.如果您的员工也可以，消费者可以更好地将您的品牌与他人区分开。

How many times have you or your coworkers been asked what your brand's mission is? Likely several times. And, also likely, each person gave a different, elaborate answer. If your company's own employees don't know how to differentiate their brand from competitors, how can customers do so?

It's incredibly important that your team is properly educated on what your brand stands for. There should be a unified, all-encompassing response to that question that every employee understands, agrees with, and can relay to any customer who inquires. This is what will help your brand stand out against competitors and help customers choose you for all the right reasons.

7. Customers don't just buy products -- they buy experiences.

许多消费者享受每天的咖啡。然而,makes someone choose to go to a local coffee shop rather than stopping by a Dunkin' or brewing a cup right at home? That's right -- it's the experience. People could easily be satisfied by a cup of coffee made from their Keurig in the morning, but they enjoy the experience of ordering a custom-made latte from their favorite barista, sipping it while sitting on a comfy couch by a fireplace, and being surrounded by strangers who are all typing away at their laptops.

This mentality can apply to your brand, too, regardless of what industry you're in. The reason a customer might choose one brand over another is not just for the product. After all, it's likely your competitors have a very similar product to you, in terms of capabilities, price, and design. What sets you apart is the unique experience you provide, which often comes down to stellar customer service and ease of shopping.

8. Most customers will spend more for better customer service.

关于69％的美国客户say they would spend more with a company that has better customer service. After testing this claim, it was found that customers who had the best customer service experiencesspent 140% morethan those with the worst customer service experiences. So, it's not just an assumption being made -- customers will actually spend more with a company if it can offer them a stronger customer service experience.

That being said, it's clear that excellent customer service should always be a top priority of companies. Customer service teams play very important roles for their teams. As one of the few customer-facing teams, customer service teams have the opportunity to build direct relationships with customers and be the final factor in whether or not a customer returns. So, spend more time and resources on training your customer service and support teams. The investment will bring back priceless results.

9. ...他们将在社交媒体上与客户更多地与客户互动的公司花费更多。

Customers want to feel valued by their favorite companies. There's nothing better than when you tweet at your favorite brand and actually receive a reply. It makes you feel seen and shows how dedicated that brand is to maximizing the experiences for every single customer.

实际上，当公司在社交媒体上与客户互动时，这些客户最终会变得更加忠诚，并将spend 20% to 40% more在公司上，与不bob全站app在社交媒体上与公司互动的客户。同一客户最终还与这些公司具有更强的情感联系，具有普通NPS®或Net Promoter Score-- a measure of how likely a customer is to recommend a brand to others -- that's 33 points higher. Thus, connecting with your customers on social media can make a huge difference in retaining them as loyal customers.

10. You have to engage customers well before they are your customers.

You might be familiar with the idea behindinbound customer service。公司首先通过参与，有用的内容吸引陌生人，将陌生人变成访客。然后，随着访客越来越多的品牌参与，他们会变成可以传递给销售的潜在客户。在看到品牌的潜力超出其免费内容之后，潜在客户可以变成客户。最后，随着客户在品牌后的购买后继续感到高兴，他们终于变成了发起人。

The point is that companies can jump straight from turning strangers into customers, but those customers will likely churn after a single purchase. This is because there's nothing engaging them with the brand post-purchase. However, by following the inbound methodology and engaging customers right from the start with valuable content, you can turn them into loyal customers for a lifetime.

11. The longer you engage those customers, the more likely they are to purchase from you.

同样，您不能指望客户阅读您公司撰写的一篇博客文章，并立即坠入爱河并购买了五个产品。bob全站app与客户建立关系需要时间。您必须证明，可以说，您可以提供很多东西，可以这么说，上面戴上戒指。而且，您必须证明其他任何人都无法提供您提供的服务。

So, start by letting customers come to you. Perhaps, after reading three to five helpful blog posts, they'll subscribe to your daily email newsletter. Then, you can engage with them on a daily basis, helping them gain more of your content. After a few weeks of analyzing the kinds of posts they seem to be interested in reading, you could shoot them an email with some products or services that align with their interests. Following this path takes longer, but hooks customers for a longer time and makes them more likely to trust you and put down their credit card to make a purchase.

这些消费者行为秘密不再是我们保留的秘密。在改善客户体验以更好地吸引，吸引和满意客户时，请考虑一下他们的当前和未来。

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