An entire demographic of customers is being completely ignored, and it’s time we called it out.
Whether you are a doctor, member of the clergy, mail carrier, business owner, or any person in the world who has a job, there is a customer you serve. We pour our energy into crafting incredible experiences, hitting the mark, and keeping them as ours for as long as we can.
We are so focused that we may forget there is an entire group of secondary customers – people who sway and make purchasing decisions – getting completely sidelined.
50% of product development initiatives fail because companies do not consider the needs and feedback of secondary customers.
Isn’t it time we talk about this?
The Daily Struggle
Picture this.
It’s been a week. You’re in the depths of a huge project at work, there are simply not enough hours in the day. The meetings and Zoom calls are endless, so you’re doing your actual work at 9 pm every night.
Once you’re “off the clock,” it’s time to rush your commute while calling home to make sure the sitter fed your kids, and they will be dressed and ready to go to soccer, lacrosse, and Girl Scouts when you screech into the driveway 32 seconds behind schedule.
Just your typical, run-of-the-mill Tuesday and the rest of the week is no different.
You claw your way through to Friday, frantically searching for a peaceful moment in what feels like you’re gasping for air, and what are you greeted with? A vomit-worthy weekend schedule that looks worse than the work week.
Recently, my daughter was recognized as student of the month. Naturally, I asked how she’d like to celebrate.
Go out for ice cream, see a movie, hit our favorite breakfast spot??
Nope! She chose the worst, most unthinkable, undesirable activity known to parents… Going to a kiddie gym.
You know, the minimally ventilated places where kids can jump on trampolines, share diseases in the germ-infested spongey squares, and get injured to the point of tears at least once per visit.
Moving beyond avoidance and into acceptance, she wasn’t going to change her mind. I just had to bite the bullet and take her. Three hours of my precious Saturday – gone!
We walked in – greeted by music blaring, kids screeching and crying, bright lights, and sub-zero temperatures.
Kiddie heaven. Parenting hell.
I peered out into the overly crowded seating area and found an open spot next to a woman who clearly didn’t want anyone sitting in “her space.”
While sitting there, taking in this pure bliss, I pondered, “Why does this have to be this way?” Why does this have to be so incredibly awful?
Sip, Sit, and Survive
If the owner of this glorious facility were a savvy businessperson, they’d create a separate area for parents to connect to the facility. Think Starbucks ambiance meets tapas cafe. Lower lighting, some music to set the vibe – a place to grab a bite and catch up with your other mom friends. Maybe some brews and TVs with sports for the dads.
This is a win-win-win (any Office fans out there?) scenario. The kids are having a blast while the parents unwind within a safe distance, and the business owner is making more moolah. If you could go to a place like that, you’d gladly take your kids there instead of avoiding it like the plague, and you’d spend more.
The key to customer satisfaction isn’t complicated.
- Understand your customer.
- Identify pain points.
- Create a quality product that fixes them.
So why are so many opportunities missed?
Marketer Trapped in a Consumer’s World
I write from personal experience as someone who lives on both sides of this fence – a marketer striving for smooth customer experiences and a consumer wanting the same for myself.
From my perspective, it’s easy to spot CX faux pas. It’s frustrating and sometimes even infuriating because when a company pays attention and puts in the effort, it’s really not that hard.
Build solutions into your offer to make it a win-win (or even a win-win-win 🙂), and your program, team, school, etc. will thrive.
Examples from Parenting hell and beyond
Youth sports
In many families, both parents have to work to pay for their kids’ participation in sports and activities. If both parents are working, getting kids dressed, fed, and to the field by 5:30 is akin to the stress of a NASA space launch.There’s a checklist a mile long, precision timing is crucial, and there’s always a tense lead-up to a potential meltdown right before blastoff.
Potential Solution: Offer a shuttle service and have snacks available. I promise, working parents would GLADLY pay extra.
Software Development
In my work life, I’ve had fantastic experiences with software systems and some really bad ones. The latter are more typical.
I don’t code or know how to develop software, but I understand what I need it to do to make customers happy. Too often, it’s the reverse for software companies. They have brilliant developers, but they don’t understand the output their customers want from the software they develop.
Have you ever tried explaining to an engineer why the aesthetic options available won’t work for your campaign needs? Good luck!
The best software experiences are with companies that invite their customers into the conversation and build solutions for their needs.
It’s that simple – just ask the people using it. They will be happy to tell you how to make it work for them.
Antiquated Sales Processes
Does anyone enjoy going to the car showroom floor in search of a new ride? Got seven hours laying around somewhere that you don’t know what to do with?
It’s like being a contestant on a reality show where the challenge is to escape with your sanity and savings intact.
No explanation needed. Customer experience fail!
Brands Breaking Boundaries
It’s not all bad out there. Many brands are crushing it when it comes to delighting their primary target market without cutting themselves off from secondary customers and stakeholders. There’s a lot to learn from these trailblazers:
Starbucks: Originally developed as a coffee shop for adults, Starbucks now offers kid-friendly beverages and snacks, comfortable seating, and free Wi-Fi, making it a convenient stop for parents and a treat leaving kids feeling on-trend.
Nike: Nike’s marketing strategy encompasses a diverse range of tactics aimed at appealing to both athletes and secondary target segments like families and casual sportswear consumers. Through product diversification, innovative designs, inclusive marketing campaigns featuring diverse athletes, and collaborations with pop culture icons, Nike creates a brand experience that resonates with consumers of all ages and backgrounds.
Trader Joe’s: Excels in customer service and shines with its healthy, reasonably priced, unique offerings. There’s even a hint of gamification. When you walk into a Trader Joe’s you never know what treasures you’ll uncover to surprise your friends with at the next happy hour. Even in smaller footprints, they’ve mastered the engaging store layout, with a fun seek-and-find game for kids as a bonus.
There’s a lot for companies and marketers to learn from these brands.
Expand the Guest List
Now – close your eyes and picture your customer. Is there anyone else you need to invite to the party?
Does the product or service you offer work for everyone you serve directly AND indirectly?
It’s not easy, but it is simple. Model your offering off the principles these brands follow.
Make it work for everyone involved, and watch your success flourish.
What will you change to make your customer feel seen?
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