Can you keep a secret???
This week, coffee is my new best friend. Finding out what makes your market tick isn’t just a 9 to 5 job – if that were the case, we’d never uncover what keeps your customers up at night – so thank the TMP heavens for the extra-large java brewed by our local Central Perk. The upside to surviving on jitter juice has been that I’ve got to understand the £6 billion market down to its last bean.
Did you know that there are over 87,000 different drink combinations at Starbucks? Me neither until this week – there’s even a website dedicated to their ‘Secret Menu’ – a collection of concoctions devised by the firm’s baristas that includes everything from raspberry cheesecake latte to a Nutella Frappuccino.
Amazing stuff – if a little rich for first thing in the morning – so why aren’t they shouting about the talents of their staff a little louder?
Because we all love to be in on a secret.
Consumers who ask for these designer drinks feel like they’re ‘in the know’. They’re part of a special coffee culture, not available to everyone. It sets them apart from the usual queues of caffeine fiends clogging up their local coffee house and makes the whole process feel less like a sale. It turns it into something that makes their day a bit brighter.
Question. Once you’ve got a customer to feel like that, are they going to take their business elsewhere? No. Not even if your competition is significantly cheaper. People buy experiences – they want to feel connected.
A connection is a transfer of information, things or feelings between two people. Most businesses are great at using their silver tongues to give information to customers – and to provide them with a service or product – but not everyone works on the emotional connections they make.
It’s these emotional connections that are the key to success – and that’s what The Monachie Project specialises in. We all have emotional needs and meeting those needs develops trust and a deep connection that makes a prospect see that they really need your business – and as always, it’s down to understanding what your customers want from you.
If you need a catch up on why this is so important, read up on our science behind the emotive user experience.
But I’m not really into orange mocha frappuccino…
Don’t worry – you don’t have to be aiming for the high-end market to tap into the power of emotions. Today’s consumers pride themselves on being savvy shoppers – something Aldi and Poundland have used to good effect. Both stores have managed to make their brands synonymous with value, without diluting the importance of quality. Impressive stuff when you think about it.
Next time you speak to a customer, don’t assume that what they’re after is a price list for your services or to check that your sherbet dip dabs really are 2p cheaper than your competition. If you listen, you might find that they’re more concerned with the support you’ll give them if they sign up for your services, or that you can provide them with their regular Curly Wurly fix in the long term.
Find out what your market needs from you. Ask, listen, and understand. It’s the holy trinity of consumer research – and not something that can be done by metrics alone. Spend twenty minutes pouring over a spreadsheet and you’ll learn whether your figures add up or not. Instead, why not spend the time talking to customers. You might just figure out the winning formula for brand loyalty.
But if you really do prefer spreadsheets to customer conversations, get in touch and let the caffeinated chatterboxes at The Monachie Project find the secret to your success.