Creating Meaningful Interactions With Customer-Driven Commerce
You don't know much about your customers. Face it: You have precious little information about the people whose purchasing habits can make or break your business.
You have plenty of contact information, credit card data and purchasing history. You might even have some analytics telling you how they found your site and how long they hung out. But if you're going to build meaningful interactions with existing customers and attract and convert new ones, you're going to need a lot more than that to thrive in the world of customer-driven commerce.
You have to know how they think. Today's cross-channel consumers expect you to know who they are, what they want and when they want it. And they want information from you to be relevant to them and communicated in a format of their choosing.
This may seem completely unreasonable, but think about the world they live in. Their phones remember their recent calls. Their web browsers suggest search phrases after a few key strokes. And Siri has even relieved them of the burden of typing. Today's consumers shop on their own terms and patronize merchants who understand those terms.
Luckily, if you properly analyze the customer data you already have and are strategic about gathering more, you can learn to use it to interact with existing and potential customers in the way they want, making them more likely to buy what they want from you instead of your competition.
4 Types of Customers
History and academic research tells us there are four basic types of consumers: drivers, socializers, supporters and analyzers.
The Greek philosopher Hippocrates was the first to document these "four humors." Every one of us have some of each type, but one is usually dominant and ends up influencing purchasing decisions. Understanding each type will help you interpret the limited information you receive — or don't receive — from prospects, and tailor the communications with them that ultimately lead to meaningful relationships.