I went to the web site and discovered there were three different versions available: Basic, Advanced, and Pro. I could click on each of them, even compare them side by side, and in the end couldn’t decide which one I wanted based on anything other than price…so I bought nothing.
The trouble was that the descriptions of the packages were all written from a sales perspective, this or that attractive feature designed to entice me to buy. But when a feature is described in technical jargon, Dyspeptic Flabberhaven Interface, it sounds impressive but confusing. WHY do I need a DFI? Who knows.
A web site I have really come to appreciate and frequently use is CNET.com. CNET reviews products like cameras and laptops and home appliances but the bit I like best are the buying guides. The CNET buying guides aren’t there to help you compare Flabberhaven capability but to solve your problem.
You want to buy a digital camera? Cool. What do you want to do with it? Kids sport photography? Portraits? Landscapes? Start a business? The buying guides use a series of question to guide you toward the right model and feature set. In short, they take the customer perspective.
In my last post I suggested that the customer experience is guided by a couple of simple questions:
- Should I explore?
- Should I buy?
- Should I promote?
So much of what you find on web sites these days is designed to drive right to that second question: Should I buy? Without providing anything other than a call out of feature and function to persuade a prospective buyer.
And if that seems to work why think about the customer perspective at all?
Reason #1: It says you understand the customer
As mentioned above the CNET buying guides are a great example of how to communicate an understanding of the customer. If I am looking for technology I go there first before I go to any retailer of manufacturer site BECAUSE those guides scream out…we know you.
If you can show that you know me as a customer it helps convince me that your product will meet my need.
Reason #2: It changes the way you present information
If you understand that there are a number of people coming to your web site or contacting you via phone or email that are exploring, looking to learn more about you as a possible solution to a need, you start to present information differently.
I love using churches as examples. Think of one major reason an non-attender would decide they want to go to church. Life Crisis? Return to childhood faith? Searching for meaning? Curiosity?
Go to most church web sites however and what you’ll find…well, you’ll find a mess if you look at enough of them…but what you’ll find it a list of features and functions. “We’re a welcoming community where you’ll feel right at home.” “We’re not like your parents church.” “Church for today’s generation.”
Understanding WHY people are exploring you changes the information you present. True for churches, true for purveyors of software.
Reason #3: It sets the foundation for customer loyalty
When a vendor shows from the outset that they care enough to help me explore them and assists me in buying by displaying an understanding of my need they communicate an expertise that drives me towards loyalty from my first interaction.
If you can show that you know as much about me as a perspective customer as you do about your product you build trust from the start.
This simple list doesn’t come close to uncovering all the changes in business process and strategy that a deep understanding of the customer perspective engenders but it is a good place to start. Which leads me to today’s question:
How well does your organization, business, newsletter, understand the perspective of your customers and if you understood that perspective more intimately what would you change?