11 Consumer Behavior Secrets to Satisfy & Retain Your Customers

Your team's goal should always be to satisfy and exceed the expectations of your customers. This is what keeps them coming back for more -- and spreading the word to their family and friends.

但是，尽管这个目标是闪亮的，但很难知道您可以采取什么切实的步骤来实现它。是什么实际上吸引了客户并使他们忠于特定品牌？

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

11 Consumer Behavior Secrets to Satisfy & Retain Your Customers

1. Customers are driven by emotion, not reason.

A customer may have a need to purchase a laptop. However, what drives them to select a $1,600 Apple MacBook versus a $700 Lenovo ThinkPad is emotion. People like to think they're being practical -- "This one will last longer. It has better reviews. It's the latest in the market, so I know it'll be reliable."

However, deep down, they're really thinking, "Everyone else has this laptop, and I want to fit in. I already have an iPhone, so I want a laptop that can pair well with it. The new MacBook model is sleeker and more high-tech than laptops sold by other brands." Thus, when targetting customers, it's best to target their emotional side. Superb product design, thoughtful names, and ads that appeal to pathos can help drive customers to your brand for more than just the functionality of your products.

2. Help your customers physically engage with a product.

在线购物很容易。顾客甚至不必舒适地躺在床上就可以完成所有购物 - 从衣服到杂货再到家具。但是，关于60-70% of buying decisionsare made while the customer is physically in the store. This means that engaging with a product in-person can make all the difference for a customer.

当客户直接与他们喜欢的产品进行互动时，很难放手。他们仅在线查看并添加到购物车中的产品可以在某些情况下放弃。因此，最好让您的客户通过您的门，并让他们看到，触摸并尝试他们感兴趣的产品。互动可能是他们购买的决定因素。

3. There are four major motivators for consumers.

每个客户都有选择一种产品或品牌而不是另一种产品的原因。通过知道要定位哪些客户以及如何最佳针对他们，您可以提高品牌忠诚度。四个动机是：

1. Price

由价格动机的消费者是最艰难的人群吸引。他们往往不忠于任何特定品牌，而只是选择最便宜的产品。

2. Solution

Consumers motivated by solution are interested in the brand that can not only provide a low cost but also a reliable, valuable solution.

3. High-Quality

受高质量产品激励的消费者希望最好的最好 - 他们通常会为此付出更多。他们不仅想要最好的质量，还希望提供最佳的客户服务，购物体验等。

4. Value

由总体价值激励的消费者类似于由高质量产品激励的消费者。但是，当拥有巨大的价值时，这些客户将通过保持非常忠诚并经常成为品牌传播者来回归。

4. Consumers behave differently than they report.

Unfortunately, research studies of customers aren't always accurate. You may, for example, survey people on which coffee shop they must regularly attend. Perhaps, wanting to seem unique or relevant, they might answer dishonestly and select a local shop versus a national chain. These results, then, are invalid and unusable for researchers in truly understanding客户行为。

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%的消费者思想发生下意识的。

与研究调查一样，客户可能会认为他们知道为什么要购买，但并不总是知道。实际上，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.

这就是为什么产品设计，图形，徽标，配色方案和其他视觉内容对于品牌如此有价值的原因。客户可以根据其外观来查看产品并对它做出潜意识的判断。我们知道 - 您不应该用书的封面来判断一本书。但是，仅仅因为您并不意味着您无论如何都不会这样做。因此，在设计您的品牌和产品时要考虑到这一点很重要。

6. Consumers can better differentiate your brand from others if your employees can, too.

您或您的同事被问到您的品牌的使命是多少次？可能几次。而且，每个人也可能给出了不同的，精心的答案。如果您公司自己的bob全站app员工不知道如何区分他们的品牌与竞争对手，那么客户将如何做到这一点？

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.

许多消费者每天享用咖啡。但是，是什么让某人选择去当地的咖啡店，而不是停下来或在家里酿造杯子？是的 - 这是经历。人们很容易被早上用keurig酿造的一杯咖啡，但是他们喜欢从自己喜欢的咖啡师那里订购定制的拿铁咖啡的经历，坐在壁炉上坐在舒适的沙发上时，被包围着由陌生人在笔记本电脑上打字的陌生人。

无论您从事哪种行业，这种心态也可以适用于您的品牌。客户可能选择一个品牌而不是另一个品牌的原因不仅是针对产品。毕竟，就能力，价格和设计而言，您的竞争对手可能具有与您非常相似的产品。使您与众不同的是您提供的独特体验，这通常取决于出色的客户服务和易于购物。

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

About69% of American customerssay 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 experiences花费140％than 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.

话虽这么说,很明显,出色的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. ...And they'll spend more on companies that engage more with customers on social media.

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，when companies engage with their customers on social media, those customers end up being more loyal and willspend 20% to 40% moreon the company than customers who don't engage with their companies on social media. The same customers also end up having a stronger emotional bond to these companies, having an average NPS®, or净启动子得分-- 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.您必须在客户成为您的客户之前及格。

You might be familiar with the idea behindinbound customer service。Companies first attract strangers through engaging, useful content, turning the strangers into visitors. Then, as the visitors engage more and more the brand, they turn into leads that can be passed onto sales. After seeing the potential in the brand beyond its free content, leads can be turned into customers. Lastly, as customers continue to be delighted post-purchase by the brand, they finally turn into promoters.

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.您吸引这些客户的时间越长，他们就越有可能向您购买。

Similarly, you can't expect a customer to read one blog post written by your company and immediately fall in love and purchase five of your products. Cultivating a relationship with your customers takes time. You have to prove that you have a lot to offer them before you can, so to speak, put a ring on it. And, you have to prove that what you're offering can't be offered by anyone else.

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.

These consumer behavior secrets are no longer our secrets to keep. Take them into consideration when improving your customer experiences to better attract, engage, and delight your customers -- current and future.

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