One of the ways in which buyer behaviour, preferences, and expectations has shifted is an ever-growing expectation for frictionless buying experiences. As buyers wade through more and more information, their need for a streamlined experience grows. In fact, our research unearthed a telling statistic: More than three-quarters of customers surveyed described their purchasing decisions as very complex or difficult.
And so the question is: How do we ensure that the buying journey is being simplified?
Here are some takeaways that you can apply to your business:
Consider yourself, as a supplier, your customer’s guide throughout the buying journey that services to help them navigate that buying process. Identify ways to help your customer make their business – or lives – faster, easier, and more efficient. In a time where businesses are reevaluating their vendor relationships, drive brand attachment (that’s like loyalty but better) through activities like constant communication, small gifts, recognition, and handwritten notes. Ensure a first-class customer experience that over delivers and answers your customer’s objections. While you take these recommendations into account, also remember: “Don’t take for granted that you know what your customer is thinking, make sure you’re asking.”
When you no longer understand your customer, research illuminates the opportunities you’re missing and the methods you can use to harness them.
Over the course of the pandemic, uncertainty has led us to come to terms with a resounding truth: change remains the name of the game. But how do you know the changes that you’re making to your business are the right ones? If you ask us, it all goes back to research.
If you missed our webinar on the pandemic-fuelled shifts in a buyer’s customer journey — or you’d simply like to relive it — check out the full recording: https://www.youtube.com/watch?v=bKmNM7xv16Q
Recap of topics covered in Buyer Behavior + Lasting Effects of the Pandemic:
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B2B and B2C consumer trends
What buyers are prioritizing
How buyers purchase
Why loyalty is in jeopardy
Actionable steps forward
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