How to Increase Value for Your Customers
You deliver value in exchange for money
Customers pay you for your services. That’s why you’re in business!
Is that the end of how you create value?
Here’s the deal: you create value in every customer interaction, from your first introduction through final delivery (and follow-up).
With every interaction, you can up the value in the mind of your customer.
Your customer perceives value at every step in your services
The last time I went for an oil change, I looked around as I sat alone in the waiting room. There were uncomfortable plastic chairs, a fold-up table with a few magazines, an old coffee machine. The floor and the walls were dirty, and the place smelled like tires. The 1990s TV mounted high on the wall was blaring. And there in the corner was a plant.
I sighed impatiently and hoped they’d hurry up so I could go home.
In comparison, when I got a repair at the dealership, I sat at an excellent worktable, with easy to access outlets for charging my phone and plugging in my computer. There were new coffee and drink dispensers, popcorn, and snacks. Large couches were placed in front of a flatscreen TV. And yes, there were plants.
I sighed and hoped they’d hurry so I could go home…
BUT at least I could get some work done in a comfortable environment. And hey, free popcorn!
Two different businesses, you might say. Yet, both have an opportunity to increase the customer’s perceived value of the experience.
How you can increase value
The first step is to take the time to map out every customer interaction in the delivery of your service or product.
Introductions - Customers get to know you via your website, blogs, social media posts, email marketing, scheduling tools, introduction calls… and waiting rooms. Each of these is an opportunity to build trust, share your values, and help your customer build confidence in picking you and your business.
Proposals, contracts, and scheduling - Make it easy for your customers to understand the value you create with your services. Help them understand benefits you offer (at each step), and how you’re different from competitors. Explain how easy it is to work with you.
Products, services, packaging and pricing - Think through every customer action in your service offers. Are there ways to make the customer feel more confident, more cared for, special, and valued? Make packaging and pricing easy to understand. And be clear on all the steps along the way, even what happens when things don’t go the way they’re supposed to.
Communication - Customers crave and appreciate transparent communication. (Please don’t ever ghost a customer!) Keep your customer informed at every step. Check-in and make sure to ask how they’re feeling at each step in your workflow and operations.
Deliverables - When you’re done with the service your customer purchased, review what the customer has achieved. And take the opportunity to offer recommendations on what to do next.
Follow-up - Add follow-up and check-in steps after the delivery of your services. Show you care by checking in on your customer.
Reviewing every point of interaction helps you create even more value for your customers.
Customer before and after states (feelings)
Finally, take each of the steps you reviewed above and think about how a customer feels before and after. Empathizing with your customer’s experience helps you build trusting connection points at each step and creates a wealth of value in your customer’s mind.
Is your customer feeling overwhelmed, confused, and frustrated before they meet you? Are they relieved, satisfied, and exhilarated after your services?
These “feeling maps” feed into the introduction step of your services. Use feelings in your marketing to build trust with your prospects.
Interested in learning more? Check out Brand Guide or get started now by downloading the Services Value Worksheet.