What kind of customer are you? Let’s explore the impact of our purchasing habits.
Have you ever truly examined the kind of customer you are? I’m not joking. We always claim to know ourselves intimately, but have you ever taken a step back to look inward? I’m taking a deep breath as I confess this and have given it much thought before sharing my modern consumer behaviors. Admitting this about myself will make every customer success manager cringe, but here it goes… I’m a demanding customer. Now, don’t get me wrong, there are limits to my demands.
My spending behavior has undergone a notable shift. Before the pandemic, I would consult with a handful of friends and peers (before the era of influencers) to gather their thoughts and opinions on products.
However, the pandemic altered this dynamic. Life circumstances shifted, and I was compelled to become my advocate, justifying my spending habits. As my mother would say, “I had to figure it out.” This required me to engage in extensive reading, research, and self-assessment.
Through this process, I became an expert, clearly understanding my wants and needs. This empowerment of self-discovery and deliberate research taught me to become a more discerning customer.
When making purchases, I meticulously research products, taking the time to understand their value and how they align with my lifestyle and ecosystem. This thoughtful process helped me determine the economic worthiness of each purchase.
As a review enthusiast, I examine the dates associated with each review and assess their relevance. This process involves continuous scrolling, and critically analyzing.
My research process took over a month of canvassing the internet—reviews, YouTube demos, unboxing videos, the whole shebang. At this point, I need a focus group.
I discovered that I am not alone after all. The average Consumer typically will carry out 79 days of online research before making a high-value or high-cost purchase. Online reviews have become the oxygen to products or services before purchasing. This trend underscores the importance of a solid online presence in today’s market.
A staggering 95% of customers read online reviews before handing over their hard-earned cash. 89% say it’s a non-negotiable part of the buying journey.
The pandemic has profoundly impacted our shopping habits, transforming us into self-service enthusiasts. Human interaction has become less necessary as we embrace the convenience of scanning QR codes. By pairing our iPhones or smartphones with instant AI or Chat GPT, we can now enjoy a seamless and autonomous shopping experience.
Why is all of this important, you may ask? Well, picture this: you’re sitting in your post-sales role, knee-deep in the day-to-day grind of tasks, OKRs, KPIs, NPS scores, CRM activity, and enough data to make your head spin.
The decision-making process directly impacts the organization as a whole. It’s time to become more conscious consumers, think inward about our habits, and find a way to relate to our customers.
You’re a master of understanding your business, but have you ever stopped to realize that your clients – the ones you’re so diligently trying to understand – are just like you?
Individuals within an organization undergo unique buyer journeys characterized by distinct preferences and requirements.
Haven’t we all been demanding customers at some point in our lives? We’ve all been there, whether it’s throwing COVID-era tantrums due to delayed online deliveries or impulsively purchasing a product based solely on peer recommendations. Some customers know precisely what they want and how they prefer to spend their money, and others need assistance and expertise to weigh in.
So, let’s step back and get ready to dive into human motivation and desire. After all, it’s all about the insights, right?
With V.O.Y—Voice of You, you’re invited to embark on a journey of self-discovery and introspection. Take a moment to reflect upon and consider the diverse channels you engage with during your buyer’s journey. Some questions to guide your exploration by segmenting these categories by decision criteria with V.O.Y. SOme examples below to consider for inspiration:
Segment 1: Social Proof and Purchase Decisions
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How do I typically react to positive/negative reviews when considering a purchase?
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How many different sources of opinions (e.g., reviews, ratings, testimonials) do I seek out before buying?
Segment 2: Social Media Influence
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Which social media platforms do I typically use when researching potential purchases?
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How influential are social media recommendations/advertisements in my buying decisions?
Segment 3: Emotional Connection to Buying
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How do brand values, mission, or story influence my buying decisions?
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Are any specific pain points or desires driving me to seek certain products/services?
As you organize your next success plan, account mapping, or advocacy campaign, consider using V.O.Y. as a guiding principle. V.O.Y. represents your moral compass and enables you to relate to your customers on a human level. I invite you to consider taking a moment to reflect on V.O.Y. before interacting with a customer and identifying a common ground that allows you to understand and connect with your next customer’s perspective.
During my time in sales, I consciously interacted with customers deliberately and mindfully using this Framework.
Modern customer needs are becoming more service-designed to meet the exact desires of a customer experience. So, what’s the next step on your V.O.Y. journey? Don’t be afraid to try new things; learn from every experience. Your V.O.Y. is your most strategic asset—it sets you apart and makes your work meaningful. Your V.O.Y. is worth it.
