What Do Customers Really Want

Customer Wants and Needs

What do your customers want from you or your website? Well, it really depends on WHERE each customer is in their buying process.

When we buy something, we all go through a decision-making cycle (as shown below). For items purchased on a regular basis, like milk, eggs, gas for our car…, we either buy them at the same place each time or perhaps do a brief cost-comparison.

SiriusDecisions Inc. recently conducted an online survey of senior executives for their “2011 B-to-B Buyers’ Journey“. Based on their findings, SiriusDecisions’ Managing Director, John Neeson commented that “Senior decision-makers are doing more of their own research on the web and much earlier in the typical buying process.” Related article on “Mapping the Tech Buyer’s Journey“.

Some purchases involve a more in-depth buying process – especially business-to-business services, which involve greater complexity, higher costs, large quantities or require qualified expertise or project scheduling. For B2B websites, visitors may return multiple times during their research phase – before even contacting the company.

You can fulfill most visitors’ differing levels of needs by providing content for each phase and segmenting the information in a manner that’s easy to find.

The Internet’s changed how marketing influences consumer decision-making by altering the power of consumer control. Now, customers access and control the information they acquire about products and services. They search for reviews and compare you to competitors. The more quality information they find, the easier and faster they’ll complete their buying process. Will they find all the answers on your site? If not, make sure it’s there.

At K-Kom, we also understand the importance of implementing key triggers in the most strategic places on your website. It’s also critical to ensure that web visitors can easily initiate contacting you – whether they have a quick question to ask or want to request a quote. We make that happen.

That’s All I Need…

As shown in this scene from the movie, “The Jerk, consumers sometimes don’t know what they want until they see it.

Digital Marketing – is about being there. It’s being there when and where consumers are looking.

Marketing Challenges

From the business owner and marketing viewpoint, you want to convert visitors and shoppers into buyers and returning customers. Not only are you trying to meet the needs of potential customers during differing stages of shopping, you also want to nurture the relationships of current customers. You can fine-tune marketing messages that appeal to targeted demographics and specific buying criteria, but you’re also challenged by connecting through their preferred communication style.

From the customer viewpoint, they want to know…

What’s in it for them? Where’s the love?

So, how do you stay connected and increase sales, but without being pushy or over-bearing? That’s where we can help. Let’s get together to discuss. We’ll listen to what you want.

At K-Kom, we’re always exploring insights into consumer markets and how customers like to shop.

MARKETING PERCEPTIONS ― For a closer look at how marketing is often perceived in the movie industry, we’ve pooled our favorite marketing-related movies for you. Enjoy!