4 Things Your Customers Are Not Telling You (And You Need to Know)

While the majority of business owners worry about negative reviews and malicious comments, these are definitely not the worst types of customer interactions. With these negative comments, you know from the very first moment if they’re just being malicious or if they have something constructive to contribute. 

At the same time, what do you do with those who just decide not to buy and just walk away? These people outnumber these loud complainers by quite a margin, and it’s this silent, dissatisfied group that you need to worry about. They’re responsible for the majority of your shopping cart abandonment, and, more importantly, these are the people that you can actually get back.

With that in mind, here are the top four things your customers are not telling you they secretly dislike about your business.

1. Unspoken dissatisfaction

The main reason why these unspoken dissatisfactions are important for your business is because, more often than not, they’re the actual reason behind the shopping cart abandonment. With that in mind, here are some such issues you should be aware of.

  • Hidden costs: Your customers do their budgeting and shopping plan based on the price you display on your site. They seldom go all the way to the checkout stage to see what the total cost will be. When they learn of this, they’ll feel dissuaded and sometimes even betrayed if high taxes and shipping fees are added.
  • Difficult navigation: Just think about it; if a customer comes to your site and fails to find the product that they’re looking for, they’ll just assume that you don’t have it and move on. They definitely won’t stick around to write a comment; they’ll just leave.
  • Slow response: If they send you an email and you don’t respond, they’ll just look elsewhere, potentially even forget about you. In a day or two, when you respond, chances are that they won’t even remember what they wrote to you about.
  • Out-of-stock items: If a customer goes to your site and sees that you don’t have an item they’re interested in, they’ll just look elsewhere. If they find it on the other site, this will probably be your last interaction with the customer.

Since your customers aren’t going to talk about this of their own free will, it’s your job to figure it out by any means available. This is one of the reasons why getting the best CRM app is a high priority. Such tools will help you manage the sales experience and help you maintain a good relationship with your customers.

2. Hidden expectations

The number one reason for massive disappointments is too high expectations. Here are some things that your customers may expect of your business. Regardless of the fact that you may not have promised any of that, they’ll hold you responsible and feel let down if you don’t deliver:

  • Value for money: It’s not that they’re dissatisfied with the product; it’s just that they’ve expected more. The problem is that the majority of your customers aren’t professional appraisers. Some have never used an item/service from this category before. This means that they’re not basing their expectations on anything concrete.
  • Social responsibility: This one is a bit hypocritical. You see, doing the right thing is hard, but a lot of people get a fix from buying from businesses that “do the right thing.” This way, they feel like they’ve done something by proxy. It’s a lazy way out, but it’s something that most businesses should factor in. 
  • Regular updates: In SaaS, this makes complete sense. While people are buying a product in its current state, they expect it to be improved regularly to ensure the features remain competitive with developments from other companies offering similar tools.
  • Better algorithm: People hate putting in the effort. Sure, you have categories with products; all they have to do is navigate a simple platform or just use the filters you’ve provided to find what they’re looking for. However, they prefer to get recommendations. With a better algorithm, you’ll provide them with better recommendations. 

This is why it’s so important that you deliver on the basics and that you prevent your marketing team from making promises that you know you can’t keep. Naturally, the higher you rank, the more attention you get.

3. Price sensitivities

One of the most commonly disputed issues regarding your business is the price of various products. Here are several issues that customers usually feel sensitive about:

  • Price vs. quality: The first major issue is the one of price vs. quality, or, to be more accurate, price vs. perceived quality. A top product comes with a top price, but some businesses thrive on selling budget (as opposed to luxury) products. Whichever niche you pick, convince your customers that they’re getting their money’s worth. 
  • Price elasticity: How likely is the item to go on a discount? Will the price of an item go down when the newer version gets launched? These are just some of the questions your customers will ask before they buy your product. They may wait for the price to drop, but this could also hurt your bottom line.
  • Volume discounts: In some industries, customers are expecting a volume discount. Surprisingly, this is even the case in the SaaS field, where a longer plan usually comes with a significant monthly discount. If there’s no difference, the customer has no incentive to go for anything but the least-binding plan.
  • Economic conditions: There are some scenarios where the economic conditions change so much that the customer is no longer in a condition to make these payments. This changes their perception of the price, as well. An economic crisis, recession, or job loss will be a serious problem, changing what they see as expensive.

In the end, it’s never about the price – it’s about whether they believe that the price is fair. 

4. Trust issues

One of the biggest problems with any partnership is trust. After a while, when promises become facts, it’s easy to know who to trust. However, early on, it’s very hard to establish this initial trust (necessary for the first purchase or the first month of services). Here are some such trust issues.

  • Data security: Registering requires your customers to leave much of their private info on your site. Even if they’re not registering, they must leave financial information, which concerns many people. They need to know that you’ll protect their data. You need to clarify this without waiting for them to ask the question (because they will never do so openly). 
  • Customer support reliability: They need to know that you’ll fix the problem when they come to you. This is not as simple as it sounds. The rapidness of response and your ability to work on the problem can make a huge difference in the way your customers perceive you. It will determine whether they choose to do business with you again. 
  • Product performance claims: The first time they buy from you, all they have are your word and some reviews. This means that you need to be very careful about what you promise, as well as very careful about what you deliver. 
  • Ethical practices: Believe it or not, some customers will care about your reputation in the business world. They care about how you treat your employees, and they may choose to do business with you or not do business with you based on this. 

Trust is generally a huge problem, and there’s no easy solution. The best you can do is address major issues and do your best to appear as trustworthy as possible. 

If you listen carefully enough, you’ll hear even those things that aren’t spoken loudly

Your customers have so many choices when it comes to who they should buy from that they don’t really have to stay. They can abandon ship at the first sign of trouble. This is why you need to be proactive and not wait to be told to fix something or improve a service. This will put you way ahead of the majority of your competitors.