Let’s be honest: growing your business is tough. Earning the trust and attention of potential customers—and helping them understand what makes your business unique—have been important initiatives that marketing teams have been working on tirelessly over the past decade.
But, there’s another role that marketing is being asked to play when it comes to getting more customers. In today’s world, marketing is no longer just about explaining WHY a customer should buy your product or service. Today it’s also about HOW—the ease in which customers can guide themselves through the sales process and do business with you.
Today’s Customers Are Looking for an “Easy Way” to Do Business with You
Today’s customers are used to marketing-savvy companies making things easier for us. Amazon recommends products that it thinks may interest us, based upon our purchase and viewing history. Most drug companies renew your prescriptions when they’re needed without having to worry about forgetting to refill it. Google has even started finishing our emails.
Companies that understand the importance of “user experience” and make it easy for potential customers to buy from them are the ones that will stand out in 2020.
How to Make It Easier for Customers to Do Business with You in 2020
If you want to make it easier for customers to guide themselves through the buyer’s journey and eventually do business with you, it’s important to take a snapshot of the current customer experience. Look at your organization from the outside in. Answer the following questions truthfully:
- How easy is it to find the general details and contact information for your company on your website?
- How long does it take for an email to be answered?
- How many times do callers have to be transferred within your organization to get to the person who can answer their questions?
- What happens after the sale? Does anyone contact the customer to check if everything’s OK?
The expectations of today’s customers have increased exponentially over the past few years. We have become less forgiving and more demanding. Failing to make it easy for potential customers to do business with you will impact your bottom line. There are companies out there that are prepared to go the extra mile to make life easier for them.