NEW YORK, NY, July 18, 2013 /24-7PressRelease/
-- In a very fast changing business world, companies often focus mainly on the features of the products and services they want to sell. "It is absolutely correct to be up-to-date with the latest product development, especially in our current competitive marketplace," says Colin Moore
, managing director at New York Client Solutions
. "Businesses however should not underestimate the power of emotional benefits to the customer," Colin Moore continues. According to the Epson Business Council Report, only 29% of the UK's small businesses actually believe that customer service is a key differentiator. This compares to 77% of Italian businesses and 88% of Spanish businesses (andyhanselman.com). "Looking at European countries, it becomes clear that business owners there have understood how they can be different and use this to their advantage in order to stand out from the competition," explains Colin Moore at New York Client Solutions
About New York Client Solutions: http://www.newyorkclientsolutions.com
If customers for example go to a restaurant, they expect to eat good tasting food. In order to differentiate from the competition, business owners need to think about the customers' emotional benefits when they choose this specific restaurant. The restaurant Olive Garden for example has recognised their customers' emotional wants. The restaurant is a place where the entire family can gather for a real family meal. Brand experience, advertising and promotions are entirely built around this emotional benefit (entrepreneur.com). "In this specific example, customers feel like being at home, surrounded by their family, and can have a nice meal in a comfortable environment," adds Colin Moore at New York Client Solutions. "Who wouldn't connect a nice family meal with laughter, happiness and fun?" Emotional benefits should never be underestimated as they create reasons for the customer to select a product or service and to decide if they return or recommend it to family and friends.
Emotional connections help build relationships with customers and a more personalised experience is what makes businesses stand out from competitors. The Oracle report 'Why Customer Satisfaction Is No Longer Good Enough' shows that 81% of customers are willing to pay more in order to receive superior service (andyhanselman.com). "This should make it clear," says Colin Moore at New York Client Solutions. "Customers look for a memorable experience, something they may not find somewhere else. This is what makes them come back rather than going to the competition." To start with, companies can ask their customers what they are looking for. This will not only show them that a business cares about their experience but will also reveal their emotional expectations and the benefits they are looking for. Customers may not necessarily remember what exactly has been done for them, but they will remember how their shopping experience made them feel (entrepreneur.com). "And once they remember about these emotional benefits they cannot get elsewhere, they will return, which is exactly what we are looking for," summarises Colin Moore.
New York Client Solutions is an outsourcing sales and marketing solutions for businesses that are looking to boost their weekly sales targets and build their customer base.