What Modern Customers Want (And How You Can Give It to Them)

As a business owner, you already know your ultimate success is in the hands of your customers. You might have an amazing product or service. However, if your brand isn’t giving your audience what they want, you’ll likely fail before you can even get your business off the ground.

Of course, knowing exactly what your modern customers want isn’t always easy. It would be nice if every business had a crystal ball to determine modern customer preferences. Until that happens, though, you don’t have to keep scratching your head.

While modern customer desires might seem mysterious and confusing at first, they are often more straightforward than most people realize. The more “human” your business is willing to become, the better.

Let’s take a look at what modern customers are looking for from their favourite brands and how you can satisfy those needs successfully.

1. Value and Efficiency

Ultimately, you have to be able to provide something useful to customers if you want them to show interest and keep coming back. If your goods or services can be found elsewhere at a greater value, or if they aren’t improving your customers’ efficiency, they are not going to be interested. 

Before you launch your next great idea, consider how it might add value to the average consumer’s life. Think of problems it can solve, needs it can address or processes it can make more efficient.

Most people don’t want to bring new items or services into their lives that end up adding more hassle and stress. If there are too many hoops to jump through, customers likely won’t bite in order to get the benefits.

2. Personalized Experiences

The average customer sees thousands of advertisements each day — both in-person and online. Many have learned to tune out traditional marketing techniques. Instead, today’s customers crave connection and personalized experiences.

One recent survey found that 64 per cent of consumers want brands to engage and connect with them, particularly on social media. Connection builds trust, improves loyalty, boosts word-of-mouth advertising, and forms lasting relationships with your audience.

Each customer experience must seem personal and unique. This is a tall order when working with large target audiences, but it can be done. Consider hopping on board with some of the top experience trends, including:

• Touchless technologies;

• Value-driven experiences;

• Faster responses.

Use technology to your advantage to capitalize on personalized experience. Through data collection and analytics, you can see what is working and what is not. Thus, it is easier for you to connect with your target audience more effectively and efficiently.

3. Transparency in the Purchasing Process

No one likes to feel like they are in the dark when they are considering a purchase. It is important to make sure your brand is as transparent as possible throughout the entire purchasing process so your customers know what to expect.

Thankfully, transparency in business is easier than you might think as long as you’re willing to implement a few strategies. You can become more transparent by:

• Responding to inquiries in a timely fashion;

• Increasing the accessibility of information about your brand, products, and services;

• Being honest about data collection;

• Publishing your company values.

Think about the strongest relationships in your life. Chances are, they are so solid because you’ve established trust with those people over time.

You can build the same kind of relationship with your customers by showing them you have nothing to hide. Not only is it an attractive marketing technique, but it is a fantastic way to foster brand loyalty.

4. Social Responsibility

It is not enough to be a brand with a great product. Social responsibility has become an essential component for businesses in almost every industry. It is no longer a publicity stunt or a way to keep up appearances — it is something your business is passionate about. Your customers will know the difference.

When people see your business as a positive influence on society and the world at large, they are more likely to trust and support you. They are also more likely to tell others about what you are doing and why they should choose you over a competitor who isn’t showing the same initiative.

Fostering a professional environment of social responsibility can also improve your business internally. Your employees will feel a greater sense of purpose and drive, staying motivated knowing they’re working toward a greater cause.

Try a few of the following ideas to take on more social responsibilities as a business:

• Set a social mission and make it widely known;

• Work with local organizations;

• Volunteer;

• Choose business partners that take social responsibility seriously;

• Implement ethical labour policies;

• Use more sustainable manufacturing.

Whatever you decide to do, make sure you are willing to back it up with facts, figures, and action. Customers will know whether you are truly trying to make a difference, so stick with your commitment once you’ve started to advertise your efforts. 

5. Multiple Contact Options

Maintaining consistent communication with your customers should be a priority. We live in a digital age, and there is no reason anyone should have a difficult time getting in touch with your business.

In fact, if a customer can’t seem to find a way to contact you or they have to jump through multiple hoops just to send an email, they’re likely going to check out a competitor instead. 

It is easy to implement multiple contact options. Utilize your website, social media channels, and even your business signage to showcase your info. Include an email address, phone number, physical address, and any other active points of contact. 

You should encourage customers to contact you by having multiple easy options. It is another way to build trust and show that you are always available for questions, comments, or concerns. It also makes it easier to respond to inquiries faster.

In today’s tech-forward world, people expect faster gratification. The sooner you respond to comments or questions, the happier your customers will be.

6. Good Customer Service

Speaking of happy customers, if quality customer service isn’t already at the top of your business’ priority list, you should move it there quickly.

Don’t let organizational silos hinder customer experience by putting your employees into specific groups. When a customer contacts your business, everyone needs to be on the same page so they can ensure the same positive experience. Connect your teams and you’ll improve the customer experience in multiple ways. 

Additionally, you can ensure quality customer service by strategizing ways to increase audience satisfaction. Pay attention to what your customers want beyond their first purchase. Consider soliciting feedback to gauge how happy they were with the experience, what they might change, or what would keep them coming back.

What Modern Customers Want And How to Give It to Them

As you can see, giving modern customers what they truly want doesn’t mean you have to do anything outrageous. It breaks down to connection and engagement.

The closer your customers feel to your brand, the more likely it is that they’ll stick with you. Better yet, they’ll tell friends, family members, and followers about you, too. 

Choose to open your business up and let your customers see who you really are and what you stand for. While that might seem a bit overwhelming, at first, it is the best way to foster loyalty, and give people what they really want.

For your honesty, you’ll experience greater long-term growth and success.