Whether it’s a short email series that helps set up a product or a weeks-long webinar on every single feature, every product needs some form of customer orientation. Without it, you risk losing customers who can’t get the full value promised. Firstly, here are five things you may not know about customer orientation and can help you improve.
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Good Customer orientation Leads to Customer Retention
Why is customer orientation so important? The reason is that it has a direct connection to customer retention.
The goal of orientation is to teach the user how to get the most value out of the product. If they can get the full benefits, they’ll be satisfied and they’ll come back to you for more products and services. This also means that the product lived up to your marketing message, which shows you deliver the value you promised.
Orientation Is about the Customer, Not Your Product
It may seem obvious that orientation is all about your product, but this isn’t true at all. It all revolves around your customer and their experience.
You’re doing it right when the customer gets the full value from the product. The only way to know whether your product is performing is to understand customer needs. You also need to create opportunities for two-way communication along the way so you can assess whether or not it’s working.
Customers Love to Learn
Surveys show that customers are dying for more education from businesses they patronize. They want more tutorials, videos, graphics, and one-on-one support in getting the most out of the products they buy.
If you put your educational materials and support front and center, you can grow your customer base. Find out what they want to learn from you and offer more of it than anyone else.
Human Contact Goes a Long Way
One of the simplest things you can do to make your orientation more valuable for customers is to give it the human touch. For example, reach out with a personal email or direct message asking if they need help with the product. This will go much further than an automated message.
Customer orientation is all about the user experience, so optimizing it in small ways like this makes a huge difference.
Too Much Information Can Overwhelm
Many businesses don’t realize that too much information can work against your orientation efforts.
You have a great deal of information to convey to your customers, but it needs to be done in an appropriate way. Good orientation presents the information needed when it’s needed by the customer. You need to understand their journey with the product so you can offer that information at the right time.
How to Get Started with Customer Orientation
A good way to get started with customer orientation is to put yourself in the shoes of the user right after they’ve purchased your product. What kind of help do they need at the initial stages? What aspects of the product may not be obvious? How could you help them get the most out of the product?
Think about the days, weeks, or even months following a purchase and all the ways you can help the customer. Create a plan where you communicate regularly and offer the help they need at each stage.
The Anatomy of a Great Customer Orientation Strategy
If you have a solid orientation strategy, your customers will be fully satisfied with the product and know how to get the most value out of it. They’ll stick with you for the long term and tell others about you as well.
Customer orientation is the process new buyers go through where they get started learning to use your product. The goal is to teach the user how to get the most value out of their purchase.
Every business has a different process but there are several main parts that they share.
When someone buys a product, you’ll then want them to sign up for your support services and other deals. This is a small element of the whole process, but many businesses don’t give it the attention it deserves.
If you’re seeing people leave during the sign-up process, it means you’re asking for too much information or making it too complicated. This is their first interaction with you, so it needs to be seamless and create a good experience.
The welcome email goes out after the customer has successfully signed up. It says “thank you” and sets expectations by telling the person what they can expect from the process. This is the first touchpoint where you have a chance to teach the user about the product they’ve just purchased.
Some products like software packages require a set-up process. Make sure the customer knows how to login and that the information they need next is right there at their fingertips. This should be a user-friendly process that leads the user through each step until they have the product launched and ready to use.
You should have a knowledge base of instructional materials that’s easy for your users to access. This should include tutorials, articles, and visual content that help with all aspects of using the product. Make sure the customer knows these resources are available and where they can find them.
A great tool for instructing users is your email list. You can send instructional emails or email reminders. Let them know that if they’re stuck, the answers they’re looking for can be found here, and provide a link.
In addition to your archive of tutorials, there should also be personal support for anyone who needs it. Give users multiple ways to contact you and make sure someone is on the other end. Train members of your team so they can all offer robust support.
Following up and Celebrating Milestones
Some customers will have trouble with the product without informing you. You need to have a system for following up with users to make sure they’re satisfied and they aren’t experiencing any problems. Make following up as personal as possible.
These follow-ups are also useful for celebrating milestones. This keeps users motivated to stay engaged with you. Think of this as a reminder to users that they’ve received the benefits your marketing message promised them.
Finally, make sure you have a way to gather feedback from customers. You can use this data to refine your customer orientation and gain insights into users’ tastes and preferences for future marketing endeavors.
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