If you're paying attention to your business, you're aware that things are different. Customers are more knowledgeable, more demanding, less trusting and have higher expectations of their overall customer experience. For many decisions, they have more choices (including doing nothing). Being thoughtful is definitely a point of business differentiation - especially now in the world of ZMOT.
>> See Inbound Marketing and ZMOT: Perfect Together?
>> See Why ZMOT is Relevant for B2B Marketing: 4 Data-Based Reasons
Remember that their expectations (and ours for that matter when we are in consumer mode) are shaped by:
Not to mention intense time starvation and information overload and that we really appreciate not having our time wasted, being proactively guided and educated and respect matters.
>> See Gazing into the Future of the Customer Experience: 11 Observations
It's that awareness of and appreciation for the problems customers face, and the resulting thoughtful response which pave the way for a profitable, long-term relationship. It's integral to connecting with customers. (It's also a critical part of developing personas for your business. See Developing Personas for Content Marketing.)
So why are there still so many customer experiences that seem to thumb their noses at thoughtfulness and customers?
Here are a few examples that come to mind of experiences that lack thoughtfulness. I bet you have some, too.
What strikes me about these examples is that they are mostly from businesses that assume they have no competition and that customers have no other options. They are complacent, comfortable and have little incentive to do things differently.
Change, though, is afoot even for doctors, lawyers, accountants, banks and more. We are rapidly entering into a world where sky-rocketing insurance premiums are forcing consumers to proactively shop medical providers and procedures. Investing can be done intuitively with the likes of Betterment. Customers yearn for thoughtfulness and love; why not ensure that your business does so? If you're too close to see how, ask them...
How does your customer experience stack up? How do you express love and thoughtfulness? How well do you know your customers and how well can you anticipate how to improve their experience with you?