Ever wondered ‘what are the things that turn off customers even after putting so much efforts?’
Check on these points and decide by yourself what’s going wrong in your case.
1. Over-promise and under-delivery
The number one reason for customer dissatisfaction is getting a substandard product then what was promised to them. in other words, over promise, and under-delivery is what put off the customers the most. on the contrary over-delivering your promises are highly rewarding. this happens because of the positive expectancy that a customer develops as we promised them something people create an experiential image of the product and service in the mind of the customer. When we deliver anything that Falls short of the promised, it creates a sense of getting a sub-standard product.
This happens mostly because of a few reasons. The first reason which can lead you to deliver substandard products is something called planning fallacy. Often in business, we fail to incorporate and take into account all the possible shortfalls or hurdles that can come in our course while we are working on a certain task. Our inability to accommodate these shortfalls and change our course as required causes a situation of fixation. In this situation, we lose all the freedom to make mistakes and improve upon them. As a result, these mistakes take resources and time, leaving behind a stressful situation. This results in under-delivery or delayed delivery, and we know that both are equally bad.
2. Overly complicated products
Ever went out for shopping and felt totally exhausted after just an hour of that? Or, have you bought a book or a guitar and never made through the first chapter or played a few songs on the guitar? if something like that has ever happened to you, then that was because of mental exhaustion due to information overload that your mind just faced. The same thing happens with the users when they come across a complicated product. If a user is unable to find a way to use your product effectively, then they choose to leave your product.
This kind of reaction is especially common when the creators of the product fail to make simple enough to use and navigate through it intuitively. To check if your products are complicated or not, you might something known as a 5-second test. In a five-second test, you let users use your product for just 5 seconds and then find out their thoughts regarding the product. This helps you to understand how much mental resources users need to operate your products. If you find out that the product is too complicated, you can use a few ideas to simplify it. The simplification can be done by eliminating the steps and making the process intuitive. Additionally, you can use elements such as progress monitor, which will act as GPS for customers. Even after doing all this if you still feel to simplify the product or service. Then we can leverage FAQ, which will help to solve all the generic queries of the customers.
3. Inability to understand customer needs
When users come to buy your products or services. they have certain needs that are acting as driving forces for their search. these needs can be psychological, emotional, social, or economic in nature. As a marketer or a business owner, you need to identify that need so that you can match your product and services with these needs of your customers.
The effects of doing this can be seen in various user engagement parameters of your website. You would see that conversion rates will start to increase, and the Bounce rate will drop by a substantial percentage. This all will start happening because of the simple fact that now the communication between you and the user have become better and effective. As your products and services start making more sense to your customers, then this phenomenon is quite natural. This phenomenon is often termed as product-market fit, where the benefits of your product or services are aligned with the needs of the customer.
4. Focusing on profit over customer satisfaction
Most business owners and marketers focus on the bottom line and various other business metrics. And we have nothing against it, However when these numbers become the prime objective of your focus, then slowly, we start forgetting that ultimately we are not dealing with numbers but humans. Forgetfulness of this fact least to a Domino effect which causes poor customer satisfaction.
If you are the culprit of the same mistake, then you need to start focusing and increasing the number of happy customers over a number of customers itself. This doesn’t have to happen because it is unethical to treat customers like numbers. You need to fully focus on customer satisfaction because of the fact that happy customers lead you to have returning customers, recurring revenue, and word of mouth marketing. Additionally, focusing solely on profits lead used to take misfit customers on board. These clients are who aren’t in line with your company goals and vision. This segment of clients might help you to make a few bucks in the short run, but as time goes, these customers will increase adversities for your business. To make customers happy, you need to make them feel heard and develop a connection with your customers. We need to take feedback which will make your customers feel more special and give you a chance to understand your customers.
5. Getting spammed
For four decades, the sales and marketing teams are led by three letters ABC (Always Be Closing). The idea behind this is unique and powerful, but as it is with everything, if you leave calibration off the table, then things can turn out ugly really quickly. There is a thin line between spamming people and hard selling. This is why marketers often cross the limits, unknowingly. If you want always to be closing without being annoying and spammy, then we need to have a few things in mind. Firstly, try to build a bond and familiarity with customers before you start selling them something.
Secondly, If you are using some form of digital media to sell the customers, then remember to provide some valuable information that can be appreciated by your prospects. Once the prospects start to develop a sense of familiarity with you and you, have already sent them value bombs. Now will be the time to send an irresistible offer. Last but not least, you can use different signup forms and cookies to show relevant content and ads to specific audiences, which will improve your conversion rates.
6. Poor after-sales services
After-sales services are the co-pilot system of your business. They do the minor things, and you do not really need them until the time you really need them. Usually, after-sales services are considered as auxiliary services as they do not directly take part in any revenue generation. But they are much more than that, and we will discuss the same here. After-sales services make the customer feel that they are not left alone after the money is extracted from them. After-sale services are a big factor in future sales for many industries. Especially when the customer is required to be in constant touch with the service provider. The best example of this reference is the automobile industry. Secondly, after-sale service helps in preventing something known as buyer’s remorse and negative reviews. As they help the customers to discharge their emotional charge then and there.
How can you make this happen for your business? It is effortless, to have a five star after Sales Service, you need to make it easily accessible for your customers. I want you to literally paste your customer care number where ever you find space to do it. So now, after making it more accessible, you need to respond fast whenever your customers contact you. You need not solve their problems then and there. Just make them feel heard and get on to finding the solution to their problems.
7. Poor product
Everything in your business revolves around your product and services. And there is no way around that. This is because we humans value things on the basis of relevant experience as per our expectations. If anything Falls short of our expectations, we choose to move on from that. The implications can be seen in customer behaviors that we all are familiar with. Customer refunds, high bounce rates, low conversions, and poor reviews can be signs of our inability to convey our products and services effectively with transparency.
To make things clear, we need to divide consumer behaviors into two categories
- Pre Purchase Behaviors: High bounce rates, abandon carts, low conversion rates, lower scroll percentages can be results of a poorly designed website. Where other factors, such as the high loading time of your landing page, can worsen the situation. People are continually being bombarded with an excessive amount of information from everywhere. As a product owner, you need to make sure that you can convey the maximum info to the users. You need to understand that maximum info doesn’t mean excessive information. We need to systemic the whole information in more digestible chunks.
- Post Purchase Behaviors: Refunds and bad reviews are doing much damage to many businesses. It is often understood that refunds and other negative post-purchase behaviors result because of the poor quality of the fulfilled goods and services. Sometimes the reason can be quite different. In cases where a product owner or a business owner aren’t able to clearly define and demonstrate their products and services to the customers. These behaviors are quite common. To reduce the no of refunds, returns, and negative reviews, you need to improve the quality of your offerings and then make sure that no false benchmarks are being set up in the minds of your prospects.
Quick Take Away
To counter the situation in your business, you need to try to prioritize usability and simplicity over distracting features on your website and landing pages. Secondly, you must set the users’ viewpoint as the foundation for design and product improvement. After setting up the foundation, you should work on product features for the end-users.