For the next several days, I’d like you to step out of your typical marketing/business owner shoes and think about your business from the customer’s perspective. Go out to your car and come back into your store and shop it just like any other customer would do. Visit your website and try to find a number to call for help. Call up your store and see how your team members answer the phone.
But don’t get mad at what you discover. Try to let go of all frustration and use this as an opportunity to rethink everything you are currently doing.
As you consider the marketing pyramid, one thing I want to stress is that no part of the pyramid should be neglected. You must address all three levels in order to gain loyalty. It might be tempting to jump to the top and create an awesome cause marketing initiative. But it your store is disorganized or dirty, you might not get a chance to introduce your customers to your brilliant ideas.
Let’s consider the bottom of the pyramid for a moment. The bottom is where you must address your customer’s basic needs:
- Organized products
- Competitive pricing
- Accessible locations
- Recognizable signs
- A feeling of safety and security
- Basic customer service
- Ways to contact your store
- A website that answers basic questions
- Store layouts that make sense and are easy to shop
- Relevant products and services
- Fast and efficient checkout systems
What other items would you add to this list? Would you shop at business that didn’t offer solutions to these basic needs?
When addressing customer needs you must remember, they are a must. However, even when you address them, customer loyalty is not earned here.