“We’re not competitor obsesses, we’re customer obsessed. We start with what the customer needs and we work backwards.”
Do you know who said that❓
If you guessed ‘David Finney’, I appreciate the sentiment, but you’d be wrong. ; ) That was Jeff Bezos. And if we’re talking about improving and elevating the customer experience, Amazon is one of the first companies that comes to mind. They’ve created an experience so good that it rarely requires an Amazon team member to interact with its customers. Customers can find, purchase and return products from Amazon so easily that they never have to speak to a real person.
I’m certainly not proposing that we remove people from the manufactured housing industry. I am, however, proposing that we endeavor to elevate the home buying experience and remove as much friction from the experience as possible.
If you’re not happy with where your sales are now, look at your experience. Where can it be improved? How can you make the customer more comfortable and happy? Where is the friction in your sales process that you can eliminate to make it easier for your buyers to purchase their new home?
As you think about where your experience can improve, here are 5 statistics that illustrate why a superior customer experience is essential.
80% of customers say the experience a company provides is just as important as its products or services.
Buyers aren’t just paying for a product—they’re paying for an experience. If you’re selling homes, how’s the experience your customers are paying for?
65% of shoppers find a positive experience to be more influential than great advertising.
You can have the best website, TikToks, and billboards in town, but if the experience is lacking, buyers will walk away. If you have great advertising, you have to make sure the experience delivers on the advertising’s promise.
86% of buyers are willing to pay more for a great customer experience.
The most profitable businesses are typically NOT the cheapest ones. Even if you compare businesses selling the same product, the most profitable are rarely the cheapest. Why? Because buyers are willing to pay more to be treated well. Walmart may sell the most groceries, but Publix (renowned for their great experience), has the best margins.
73% of customers will share a positive experience with six or more people.
If you’ve ever been in sales, you know that the best leads are referrals, and referrals come from a great customer experience. If someone gets a great deal on product, they might tell someone about it. But if a buyer is really treated well, they will absolutely tell people about it. If you’re looking for those golden leads, referrals, then you must have a great customer experience.
85% of consumers won’t do business with a company if they’re concerned about its security practices.
Data security is more important than ever, especially for home buyers. If you have employees using personal email addresses, customer documents in plain view, sensitive info on personal devices, etc, you have security issues that make prospective customers lose trust in your business. Establishing data security can be time consuming, but it will improve your customer experience and lead to more sales.