- March 18, 2021
- Posted by: adam
- Category: HR Strategy, Leadership + Management, Marketing + Branding
Whether you’re in HR, marketing, sales, the C-Suite, or customer service, you rely on people. You need them to listen, to purchase, to follow, to keep coming back to you. And while your audience might be different, people are generally the same.
As the world of marketing has boomed over the past decade, so has its reliance on data and its ability to derive knowledge from it. Some data is too specific, but some data speaks on a grander scale, tying into modern human behavior and sentiment that we can use to inform just about any part of business.
Stat: After a bad experience, 88% of visitors won’t return to a website.
We live in a world of abundance. Customers have seemingly endless choices when it comes to where they spend their money and time. If they don’t like their experience with you, they can return to Google and click the next link in their search.
What can this teach us? That you have to prioritize your customer’s experience—even if your product is the best on the market.
If you work in HR, this correlates to an employee’s onboarding or offboarding experience. If they have a bad one, their entire perception of the organization can be tainted. If you’re in sales, think about the experience your prospects have with you. Are you calling them once and then forgetting about them? Or are you only focusing on trying to sell them the product of the highest value despite whether it’s right for them?
Ultimately, your audience’s experience as they are introduced to you, your website, your product, or your organization, sets the tone for your entire relationship. If you’re not making your best effort to give them a quality experience, they won’t be inclined to stay for long.
Stat: Nearly 100% of first impressions of a website are based on aesthetics and design.
While we’ve all heard the saying “don’t judge a book by its cover,” these days, that’s how people decide whether you care about them. If you haven’t updated your sales presentation since 2015, no one will take you seriously because they won’t feel taken seriously. If your employee handbook is ten pages of technical language without text breaks, no one will take the time to read it. If you show up to your job interview in an old t-shirt and ripped jeans, they aren’t going to give you a chance.
The way you present your information, value proposition, business, or company values is just as important as the information you’re trying to convey.
Stat: Every dollar invested in user experience results in an ROI of up to $100.
Investing your time, energy, and money into the experience of your audience pays off. While this may be common sense, it’s still one of the most impactful concepts you can learn. If your business sells products online, have you taken the time to walk in your customers’ shoes? Do you know what it’s like to purchase something from your own site?
If you’re preparing for a sales meeting, do you research your lead? Do you know what their pain points are, what their values are, what their goals are? Have you role-played your presentation?
As an HR leader, have you reviewed your employee benefits usage? Do you know what their experience is during open enrollment? Have you tried to seek out ways to improve it?
The success of your venture rests upon the ease of engagement for your audience. The easier it is for them to say yes, make the purchase, and understand what you’re telling them, the more often you’re going to succeed.
The underlying truth
Ultimately, each of these statistics tells us one fundamental truth: it’s not about you—it’s about your audience. Suppose your first concern is impressing your audience with your experience or making sure they buy the most profitable product or hit all the boxes on your compliance checklist. In that case, you’re setting yourself up for building low-quality relationships that won’t last.
If, however, you’re concerned with what they see when they first meet you, if you’re careful about how they receive the information you’re communicating, and if you’re bent on making it as easy as humanly possible to engage with you, then you’re setting yourself up for success. It’s that simple.
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