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  The most valuable stakeholders in your company are your customers. Just like Alibaba’s CEO, Jack Ma rightly said: “The customers are very important because they pay the salaries.” No matter how much innovation you’ve put into your product or service, if your final consumers aren’t satisfied, you have failed as a company or as a group, or as a product developer. Therefore, it’s not enough to have the right team and quality equipment, the question you must answer is customers’ satisfaction. 
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While some companies feel bugged when customers complain, smarter companies use customer complaints as a marketing strategy. In my over six years of observing consumer behaviour, I have come to realise that customers are the best group to get the truth about your company. When you lose a customer, she is likely to remember the experience that made her disinterested in your company and she is likely to inform others too. Spreading bad news about your company might lead to a sharp decline for your business. Therefore, I have compiled the 4 most prevalent complaints among customers and how you can use them to your advantage when marketing. 
  1. “I Didn’t Get Value For My Money In Previous Transactions “.
This complaint means the customer had had a bad experience in previous transactions with other companies. For example, she paid a huge amount of money for products that did not live up to the hype. Or better still, the product was blatantly bad. Therefore, she is bound not to give out her money for another bad customer experience in the future. Therefore, when reaching out to customers, make use of top-notch customer service and amazing customer experience as your company’s strength when marketing. Use testimonials from previous customers as a medium of marketing strategy. I for one used to be usually sceptical about software applications on Google Play Store, but one software application stood out for me when I went through the reviews, I was pleased to the point I had to download the app. Previous positive reviews from customers should be flaunted when you market your solution.
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  1. “I Want To Get The Product, But Isn’t Available.”
This second complaint has several interpretations. It is either the product is good and it’s out of stock or unavailable or available but out of reach. While it sounds great that goods are out of stock which shows that it is an in-demand product, when it is unavailable for long, it can make customers impatient. On this note, your marketing strategy must include how readily available, never-out-of-stock and easily accessible your solutions are. Marketing your product or service with a caveat that your company engages in way billing, conducting of home delivery and home service, can be a strong point for your company. 
  1. “Customer Service Is Very Poor”.
If there is anything that customers will hardly forget is how they were treated by a company’s customer service. Good customer service can be a powerful way to market your brand. This complaint is said to be the leading complaint among customers. Therefore, when marketing your brand, stating what your company has on ground to help customers and guide them through maximising your product can be a huge boost for your company. It is therefore advisable to make available a set of contact numbers and emails to the public where they can reach out. Quality customer service is what has made Apple Inc. stand out as a leading brand in the world.
  1. “The Product/Service Is Too Expensive.”
This is another leading complaint from customers, therefore, you must present your product or service as an affordable alternative. How do you do this? You can do this by highlighting all the benefits of your product or service and stating how affordable and durable they are. For example, you can also inform your audience that your company can meet their needs according to their pockets through specifications. For example, there is affordable housing for middle and low-income earners. You might as well expand your packages or bundles that can offer clients an array of choices to make. Featured image source: Marketing91
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This article was first published on 22nd February 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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