How well do you know your sleep-focused customers? What are their problems? What’s their income level? Where do they spend their online time? These points will help you better understand how to improve your connections with them.
With deeper insights into your customers, you could understand why people don’t buy your products. You could delve into the subconscious blocks that prevent them from purchasing products (like CPAP) that would certainly benefit their quality of life. You could help your potential customers solve their problems.
Some examples of consumer psychology include:
- How consumers choose sleep industry brands
- Thoughts/emotions that drive consumer decisions
- What motivates people to choose one sleep product over another
- How friends, family, media, and culture influence a person’s sleep apnea purchasing decisions
Consumer Psychology and Customer Service
Customer service is one area in every business where consumer psychology certainly applies. When you truly understand how your customer thinks, it’s much easier to provide the service and support they will love. A few tips:
#1 – Create an emotional investment: Your company’s brand story is at the heart of this. Why did you start your business? Why is your product/service so important to you? When consumers learn about you and your brand, and what you stand for, they develop trust — and are more likely to stay loyal, even referring friends to you.
#2 – Understand your sleep customer’s needs: Learn more about your customers, their pain points, and get their feedback on your products/services. Use that information to serve them and to attract new customers.
#3 – Post positive testimonials on your website to influence others to buy: In fact, 85% of customers trust online reviews as much as personal recommendations. And when you receive negative feedback, provide a friendly and empathetic response — very quickly. Customers want to feel heard, and you can show your integrity by resolving their problems.
#4 – Improve your communication skills: Your customers have preferred methods of communicating with businesses, and it’s important that you respect that fact. Email, phone call, social media — all are part of today’s customer service. Make sure you communicate on all these platforms, and adjust your messaging to fit
the customer. A too-formal “cookie cutter” response can be offensive. Taking time to write an appropriate response is worth the effort in customer retention.
#5 – Foster a customer-centric mindset: Make sure your employees feel appreciated, and they will express that same attitude toward your customers. Encourage employees to show empathy and make customers feel special.
#6 – Create exclusive offers: “New customer” promotions are great, but your loyal customers also deserve exclusive discounts. Provide early access to new products, offer them rewards or bonuses when they refer others to you, etc. Make them feel like they mean something to your company, and you’ll have a customer for life.
#7 – Provide personalized service. Use names in emails, recognize birthdays and anniversaries, and create personalized loyalty programs so customers get tailored services and discounts — giving them more of what they want.
#8 – Emphasize the value you provide. Price will seem less important when you focus on the value you bring your customers. If you’ve created an emotional investment, and showed your appreciation, you’ve fostered loyalty. Their purchase decision will be based less on price tag, and more on their loyalty.
Research shows that 76% of shoppers view customer service as a true test of how much a brand values them. When you create a personalized customer service, you provide the kind of customer service they will trust — and reward with their purchases.
Overwhelmed? Let us handle the details
Somnowell Marketing has a team in place to professionally create and execute your marketing and customer communications campaigns. Web content, blogs, social media, emails, messaging — they can handle it all, taking the burden off your shoulders. The information is always from respected sources, and will dispel any misinformation. Your online content and social media posts are an investment in your sleep company’s reputation — and that’s undeniably priceless.
