Clarifying what your customers want

- Do you want to attract customers during an economic downturn? If so, you must find a way to clarify what your customers actually want. In 2008 and 2009, the US experienced an extreme recession. The effects were devastating for most businesses, layoffs, business closures, and bankruptcies ran rampant, but one company grew 28% in 2009, they truly understood their customer and clarified exactly what they wanted and needed. That company was Amazon. They started their business by selling books online in 1995, but later expanded to offer thousands of products because they clarified with their customers what they really wanted. That was to buy a range of products online from a company they could trust. Amazon incorporated clarification into every aspect of their customer service experience. When you buy a product from them, they provide you with lots of details about the product, what the other customers are saying about the product, and what companion items other customers have purchased and much more. Clarification is an integral part of their success. Have you ever worked to move mountains to serve a customer and then afterwards discovered that it wasn't really what the customer wanted? We've all been there. Here's how to avoid it. Always start with repeating back to your customer their challenge as you understand it. This does two things for you. One, it makes sure that you're working to solve the actual problem the customer has. And two, it shows the customer that you're listening to them and care about them. These elements are key, especially when your customer is struggling to make their way through an economic hardship. They need certainty that you are working on the problem that they actually need a resolution for. Next, repeat back the desired outcome for your customer. Even if you can't accommodate their exact request, acknowledge that you understand what they need, and that you will do everything you can to solve their issue. I remember being a kid, about eight years old, growing up in Southern California, inflation was through the roof and sent the US into a recession. People were very money conscious and were carefully choosing where to spend their money, especially the essentials you would find at your local grocery store. We shopped at a place called Ralph's. They clarified with their customers through surveys, conversations, and research, and found out what their customers really wanted and needed during that time. They found that their customers did not want to spend money on expensive name brand items. So they created a non-brand they called plain wrap items, 21 of them to accommodate their customer's desired outcome. Spend less money on everyday items during a harsh economic time. I can still remember looking at the shelves with the white label and the blue trim reading simply toothpaste or spaghetti sauce, no famous brand names, classic. That moves sold millions of these items in the late 70s and early 80s. It allowed them to attract customers during that economic downturn. Then always repeat your solution to the customer, gain their buy-in and agreement on what you plan to do to rectify their problem, pay close attention to their reaction. Notice if they're happy with your remedy, or if you need to come up with another solution if possible. You may even ask them, "Will this be an excellent solution for you?" It can be a scary question to ask, but it shows that you care about them. This will go a long way in your customer service reputation, even when you can't accommodate everyone. Once enough people hear about your exceptional customer service, you will begin to attract customers regardless of what's happening in the economy.