Most companies take existing customers for granted. They make 3 deadly assumptions; customers understand everything about your products, you know everything about your customers and, customers feel you are so special that they will be yours forever.
So, here are the 3 things never to think about your existing customers:
“Our customers understand our products.” (They probably don’t.)
“We know everything we need to know about our customers.”(You probably don’t)
“They love us, they’ll never leave.” (Not unless you nailed points A & B!)
- Never assume that customers or prospects understand the benefits and features of your products. Education is the key to consumption—use your marketing to educate not just promote!
- If you have not done deep research with customers and lost accounts within the past 9 months, you are missing critical insights regarding their rapidly changing needs and expectations.
- Never assume that your customers are satisfied. Go the extra mile to provide actionable measures that prove you’re constantly looking to improve customer experience. Develop multiple points for customer feedback.