2024 CX Trend - Genuine Care

Hi and welcome to another edition of Talking Points with me, your host, Jason S. Bradshaw. And as always, I appreciate the time that you're taking to stay up to date with the content that I share to help you and your business achieve breakthrough success in 2024. Now, this week I've been sharing with you my predictions when it comes to those trends in a customer experience setting that will help businesses stand out from the crowd and to achieve breakthrough success. Now, the first one I shared with you on Tuesday was know who I am. And this starts with the really simple act of using someone's name when communicating with them and then using the data that you have built around your customers buying and browsing habits to personalize your communications to them and to really deliver value through that communication as opposed to just treating each and every customer exactly the same. The second trend that I talked about was all about being easy. Making it easy for your customers to achieve success. Make it easy for your customers to complete the purchase. Make it easy for your customers to get support. Whatever it is that your customers are trying to do in your business, make it easy, or at very least easier than it was for them to do so. Now the key here is consistency. It's no great, no good if it's super easy for customer A, but then customer B comes along and it's difficult for them. You need to be consistently easy. The other key point here is that you don't have to be, say, 100% easier than your competitor set. It's a strategic advantage just being one or two steps easier to do business with than your competitors. So don't get hung up on how easy. Just get focused and intentional about making it easier for your customers. And then the third one that we talked about was delivering value to your customer, not just during the transaction, but really looking at how can you continue a conversation, how can you create, create a connection, an ongoing connection with your customers so that they maximize the value of their interactions with you, maximize the value of whatever they're purchasing for you. And in doing so, you'll earn the right to repeat and referral business. Now, today I'm going to share with you trend number four, which is all about genuine care. But before I get into that, you might be wondering, when am I going to share trend number five? Well, you don't have to wait till Monday because trend number five is actually going to be released in today's edition of Talking Points with Jason, my fortnightly newsletter that is released both as an email and also as a newsletter letter on LinkedIn so you can subscribe right now@jason sbrochaw.com and then you don't have to worry about missing the LinkedIn post. It will just automatically appear in your inbox every fortnight or thereabouts. And of course today you'll get to see what trend number five is. Or alternatively and if it's easier for you, just jump over to LinkedIn, search for Jason S. Bradshaw, and then subscribe to the newsletter there. Whatever's easiest for you. It's all about making sure that you get the content. So trend number five coming today exclusively to my newsletter members. And let's get into trend number four, Genuine Care. So there's some research that's occurred over the last couple of years that shows that over 30% of customers will leave your business if you get something wrong. Over 50% of customers will choose a business based on the conversations around the experiences that you deliver. So what's Genuine Care all about as a trend? Well, quite frankly, individuals, customers want you to get it right all the time. The reality is that even if you're using robots, you're going to get it wrong at some point. So Genuine Care is twofold. First of all, it's when you get it wrong, you make it right. And you make it right as quickly as possible with full awareness of any hurt that you may have caused the customer. Now, showing your customer empathy, expediting a resolution, perhaps even for the right customer, going above and beyond when it comes to resolving their concerns. The other way you can show genuine care in 2024 is during the purchase process, making sure that you take time to understand your customers real needs and aspirations and trying to fulfill those as opposed to trying to sell them your most expensive product, trying to meet their needs versus your needs first. So Genuine Care has that pre relationship, that early relationship component where it's about helping and guiding your customer and then that post transaction experience where something does go wrong, if it does go wrong, that you take that pro that approach of proactively caring to resolve it for them and in an expedited way. Now with that comes a nuance. Sometimes in business we make mistakes and we know it. And we do unfortunately know of businesses that let those mistakes slide in the hope that customers never pick it up in 2024. Those companies that actually want to stand out from the crowd won't be shy from saying we got it wrong and this is what we're doing to fix it. The faster you do that, the more that you'll be actually creating trust with your customers. As opposed to destroying it, which is what happens when you try to bury issues for a long time. So genuine care in 2024, it's not all about hugging your customers. It's about making it right, serving their needs, and actually caring that they get success, that they achieve what they wanted to achieve by doing business with you. Like I said, trend number five is coming out today, this afternoon in the Talking Points with Jason's newsletter. It's@jasonsprocher.com to subscribe or on LinkedIn. But until next time we talk, I wish you great success.