• Nelson Müller

How To Create Value For Customers

Updated: Mar 6

Whenever we think about doing business, we always think about the same basic things. Like, what shall I sell, how shall I sell and to whom shall I sell? These are very important questions to ask yourself because this has to be clear before you start any kind of business. And what else? This is the question I want to write about today. The creation of value which should be your top priority, because you want people to choose you and choose you again and again.

Business as usual is a phrase many people have heard countless of times. Everyone of us works for something. We may not all dealing directly with customers, but we all fulfil a task within a company which is vital to the company success. Customers nowadays have so many options to buy from that the whole selling and buying exchange has centred so much to the individual person that marketing and selling your products and services has become even more challenging. You could have all the books in your bookstore, but with a little online search and finding a competitor who can offer the same book for a cheaper price and even delivering it directly home may at the end win. Why? Because the behaviours of people have drastically changed. In one way, they want to have things quick and convenient, but in the other way, they also know their power and even your book might just be a grab away from them, they know they can also wait a couple of days just to save that little amount of money and get the book too. I mean, the book is a nice to have read but it's not a necessity for the customer to have it right now.

As you can see, the customer is king and queen, always has been, but never as much as today. So how should you serve the customer today? And most importantly, how can you make them come back? That's where value comes in.

Creating value for customers should be an continuous goal you set anew when you do business, because customers expect to receive the best and your product and service for the lowest possible price. The subscription pricing has enabled that even more. People got very price sensitive and expect a lot of things to be free and only pay for something if the benefit outweighs the cost multiple times. The customer of today has raised the bar very high and made selling even more difficult. Scrolling, clicking, messaging, paying, buying, all has to work seamlessly online. But even if you don't sell your products online, your website and social media presence is your store front and they expect you to do what they want it do. This means, you have to learn and find out who your customer is and what they want. And the best way to do that is through feedback and trying out on your own what works and what not. You have to put yourself into the customer's shoes. I know it is very hard to do that but this is why friends and feedback of previous customers can be very helpful in developing more value. Getting those insights will not just provide you information you need but information that can get you ahead of others because it comes directly from the people itself, the audience you want to serve.

Ask questions to find the answers you need to create more value for customers.

Find out what can be improved by testing things out. Give them service A and service B, then find out what they like most. Analytics have become such a helpful tool to analyse those things in such detail than humanly possible. Look at your online presence, your website and your social media site. How does it feel? Does it look authentic? Does it look the way it should look? If you would be a prospect, would you want to engage with that company? What does this company has to offer? Is it clear to me or do I have to dig deeper? How are the pictures? Are they of good or low quality? Do the products look cheap or maybe too expensive and drives people away? Is the pricing competitive and justified? Is there an About Me-page where I can learn about the company? Does the company provide a positive experience that people want to share to their friends and family? Who is there to help me if I have questions or if something goes wrong?

As you can see, by asking you just those questions, you get critical and this helps you improve and create more value to the customer by learning about yourself. Sometimes you need to zoom out a little bit to find the flaws. If you think everything is fine, it most probably isn't. Things change, just like we change. This is why you have to consistently improve and innovate, be on par or even better as the competition. Always focus on your customer journey and what else you can do more to provide your customer the ultimate value whenever they deal with you.