“Instead Of Focusing On The Competition, Focus On The Customer.”  – Scott Cook

Many years ago, businesses were vigilant of what their competitors were up to and how to copy great ideas and possibly usurp them from the top spot.  This just isn’t the case with how business has evolved today.

Technology has afforded people the ability to gather information faster than ever.  A person can discover a product, how it works, what it is used for, reviews on that product and even discounts within a matter of minutes without moving from their couch.  Online shopping is growing exponentially by the day and every industry has been, in some way, influenced by the digital platform.  So, what does this mean?

It means that it doesn’t matter so much what your competitors are doing as it does what your consumers are.  Your consumers are driving the way in which you sell and your customer service.  Build and implement programs and company features that offer them valuable information and keep the power with them.  Everything should be geared towards leading a customer on a journey in which they can choose the outcome in which they desire.  Long gone are the days of rigid sales funnels that forced a consumer to pick what you wanted them to.  Your customers don’t want to be controlled, they want to be heard and served.

Things need to be more personal and more compassionate in the overall client experience so they return to you and become loyal customers.  Your products or services should solve a problem they have.  Your website should be easy to navigate and allow them to choose where to go next on their journey.  Your customer service should be about listening to their needs and concerns and addressing them sympathetically and thoroughly.  No more cold scripts.  No more domination.  If you do, they have the ability to jump to your competitor within seconds.

Focus on what your consumer needs or wants instead of stalking your competition.  They have the power in online shopping so put your focus on enhancing their experience and connecting with them.

Spend the time and energy honing the customer experience because they are not comparing you to others in your industry but rather to ALL of their experiences in online shopping.

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