怎么才能最大限度的满足顾客的需求?


怎么才能最大限度的满足顾客的需求?


举个例子,一天早上你一睁眼睛,突然决定这世界需要一把更好的拖布,而你就是造这把拖布的人。在着手生产之前,你采访一些潜在的客户,你问:“你想要有一把更好的拖布吗?”被访者搜索全部记忆,想起来被拖布烦恼过,或者被拖布的味道折磨过的经历,但是他/她忽略了大部分时候他/她是不会操心拖布的,甚至也想不起来最近一次使用拖布是哪天。顾客记住的只是拖布让他/她印象深刻的几次,忘了大部分的平淡无奇的使用经历。于是他/她告诉你: “对啊,我需要个更好点的拖布。”

听到这个回答,你异常兴奋,马上兴冲冲回去设计拖布。8个月后,投入了2万美元的研发经费,你拿着自己设计的拖布来找顾客,“不买。”他说,“我有拖布。” 为什么会这样?首先,心理学家给一种叫“确认性偏爱”,这是一种心理趋势,人们会去寻找那些会肯定自己想法的东西,而忽略那些不合自己想法的东西。其次,“积极测试策略”,当我们有意或无意问那些会支持我们想法、会得到我们想要的答案的问题时,这些带问题找答案的方法让我们会有更确定、更自信、更有动力的感觉,但是这些也是创业者的陷阱,阻碍我们从客户那儿得到有益、诚实的反馈。幸运的是,按以下三步走,可以避免以上这些问题。

1.      用假设代替主观想象。把你自己对客户的主观想象列一个清单,像顾客想要的价格、痛点和喜好等。例如,如果你的主观想象是顾客想要有更多满足个性需要的产品选择,你的假设应该是如果你提供更多的个性化产品,你的成本会增加。如果你认为顾客会愿意以更低的价格买你的产品,你的假设应该是如果你降价,顾客会经常光顾购买更多的产品。如果你认为在社交媒体上更多投入以改善顾客的忠诚度,你的假设应该是根据顾客在网上的评语,每天投入一些,那么顾客的留购率会提高。

2.      测试一下你的假设。可以通过采访、调查问卷或者进行A/B测试(就是对两种有区别的样品进行顾客喜欢度测试)。对于个性化产品假设,你可以在自己的网站进行一个A/B测试:一些顾客会选择个性化产品,另一些则不会。你就会知道个性化的产品会不会卖得更好。对于价格假设,你可以对没购买你产品的20位顾客进行一下“未购买顾客”采访。可以设计一个邮件小程序,让那些没有购买你产品的顾客回馈一下信息。你就知道价格是不是他们放弃的主要原因。最后,对于社交媒体的假设,跟踪一下那些喜欢上社交媒体的顾客,看看他们是否比一般的顾客购物更频繁。

3.      把问题设计得更好些。你在做问卷调查或采访时,要小心,不要问那些导向性的问题。如果你问顾客:“你不想买的最主要原因是价钱吗?”这样的问题会让他们非常有可能回答“是。” 价钱永远是原因之一,但不总是主要的原因。为了得到原因,给你的顾客留出自由回答的空间,你可以问:“你做出不买决定的最大的原因是啥?”那么她就可能会回答:“送货时间太长。” 现在你知道该把劲用在哪儿了,当你让顾客引导你去发现真相时,你就不会被你自己的主观想象所左右,这样就能更好的满足顾客的需求,顾客就会更开心,你也就不会再为囤积在仓库里没人要的拖布而感到头疼了。


怎么才能最大限度的满足顾客的需求?


英文原文

How to Learn the Most from Your Customers

LET’S SAY YOU wake up one day and decide the world needs a better mop, and you’re just the person to make it. Before setting out, you interview prospective customers. “Are you looking for a better mop?” you ask someone. The person searches his memory for all the times he’s wrestled with a mop or hated the smell of it, and he ignores the fact that most days he doesn’t care about his mop and can’t even remember the last time he used it. The hits, not the misses, ll his mind. Yes, he tells you. I am looking for a better mop.

Youre thrilled to hear that and go off to design it. Eight months later, with $20,000 of R&D money invested, you come back and ask him to buy it. “Nah,” he says. “I’ve already got a mop.” What happened there? First, something psychologists call “confirmation bias.” It’s the tendency to look for information that confirms your beliefs and ignore what doesn’t. And second, “positive test strategy,” when we consciously or unconsciously ask questions that generate answers supporting our beliefs. These phenomena working in tandem make us feel more reassured, self-confident, and driven, but they also create traps for entrepreneurs and prevent us from getting good, honest feedback from our customers. Fortunately, they can be overcome. Here’s a three-step approach.

1/ Replace assumptions with hypotheses. Make a list of all the assumptions you have about your customers—their price points, pain points, and preferences. Now reframe them all as hypotheses. For instance, if your assumption is that customers want more options to customize your product, your hypothesis is that if you offer more customization, revenues  will increase. If you think customers will buy more of your product at a lower price point, your hypothesis is that if you lower the price, customers will buy more product more frequently.  And if you think investing more in social media will improve customer loyalty, your hypothesis is that by spending a portion of every day responding to customer comments online, you will drive up your retention rate.

2/ Test the hypotheses. This might be through interviews, surveys, or A/B testing. For that customization hypothesis, you could create an A/B test on your website: Some customers will see customization as an option, and some won’t. Do the customized offerings sell better? For the price hypothesis, set up exit interviews with 20 customers who didn’t buy your product. (Email programs can be set to ping people who go through a sales sequence without buying.) Was price their chief reason for bailing? And finally, for your social media hypothesis, track each customer who was engaged on social media to see if they buy more frequently than the average customer.

3/ Ask better questions. If you do surveys or interviews, be careful not to ask leading questions. If you ask a customer, “Was price a large part of your decision not to buy?” they are more likely to say yes. Price is always a factor, but it’s not always the factor. To get at the factor, let your customer fill in the blank. Ask, “What was the biggest factor in your decision not to buy?” Then she might answer, “The delivery window was too long.” Now you know where to put your effort. When you let your customers lead you to the truth, it will allow you to set aside your own flawed assumptions and answer their needs better. That way, they’re happier, and you’re not stuck with a warehouse full of unwanted mops.




上一篇 90后:比三十岁更可怕的,是没结婚没存款没方向..... 下一篇 最近感觉很孤独,恭喜你,这是你是最好的增殖期。