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The adage goes that the customer always knows best. Yet anyone in business who tries to live by this will know this is not always true. While customers provide great feedback, they can be a prickly bunch that are often hard to please. So how do you get them on your side with minimum effort? One way is with customer empowerment.
What is Customer Empowerment?
At its core, customer empowerment is the ability to provide the tools and infrastructure that allow customers to make their own decisions when using your business. It is not just limited to customer service but provides choice when it comes to everything from delivery options to performing their own product and service selections.
A great example is how the online casino industry has used customer empowerment to attract players. This tactic has seen some of the biggest brand names hone their skills in an attempt to take leads away from competitors. A look at this Pokerstars review shows how the company uses many of the key elements to get great referrals. These include allowing a choice of sign-up bonuses, the choice to play on a desktop or an app and a wide selection of games.
Benefits for Business Owners and Customers
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The most important advantage is that for business owners, empowering customers promotes loyalty. Making your audience return is just as vital as attracting new leads, and the same amount of effort should be given to it. This can lead to an uptake in sales and conversions. The knock-on effect is that with loyalty comes positive marketing through referrals, testimonials and word of mouth, which can also give you a competitive advantage.
You can also save money when this is done correctly. If customers are making their own decisions and tasks are automated, then you have staff to spare. This can either be used to reduce your workforce or they can be deployed elsewhere in other roles, like chasing down new leads.
Most customers will prefer to have a personalised experience when they shop. Increasing personalisation means it is more convenient for them and they may be willing to use the services more often. Saving them time is essential in the hectic modern world.
More access to information provided by you, or help in making decisions, can lead to more satisfaction with a product. This reduces returns or complaints, and once more improves the business, and customer relationship and can reduce costs.
How To Begin Empowering Customers
Customer empowerment can be broken down into a few broad areas. These include self-service, providing information and advice, along with a wider choice of products. The best place to start is by asking your customers which of these they would prefer. Do they think your product range needs to expand? Do they need more information to make these choices?
In some instances, customer empowerment may be an easy fix. Yet some routes may need investment, for example, if you decide to create an app or increase the use of technology to roll it out. Do your research and see if the costs will bring the benefits you desire.
