Reilly Newman | Every customer has a goal. It’s core to our nature.
When you went to the store, you had a goal.
When you went to your computer or phone, you had a goal.
When you opened this article, you had a goal.
The key here is realizing that even the most mundane tasks like going to the store to buy ketchup is considered a mission objective for both our conscious and subconscious mind.
As you stroll down the aisle, in need of ketchup, your brain is already telling your eyes to scan, but for what? The color red of course. Maybe with some green leaves on the label, a white cap, a certain bottle shape, a picture of a tomato, etc.
The Customer Goal
This main goal, once matched by whichever product aligns with this criteria, is met with a rush of euphoria or reward as our brain celebrates in this accomplishment. These positive emotions are then associated with the brand that has been chosen. (Additional features and benefits like low sugar, organic, etc. are simply integrated into the filtering/scanning process and add to that biological trigger and its dopamine reward).
Now imagine the opposite.
Just as the consumer’s wiring rewards him or her for accomplishing the goal, the negative emotions that bombard the consumer when their objective is greatly hindered or not completed are proportionately just as bad (usually much worse). If your product or service falls into the trap of not first accomplishing your target consumer’s goal(s), then you will never have the opportunity to evoke emotions or provide value. This leaves your business with a reputation(and brand) that becomes tarnished at every interaction.
It seems ridiculous, but think of all the times you have witnessed a customer blowing up on a poor employee in a store, restaurant, or on the phone. Now how often do you hear praise of the same magnitude for a job well done, a delicious meal, or a great product….
It’s not ridiculous.
It’s human nature, it’s biology. It’s how we are wired. You must make sure that your business not only fulfills your customer’s goals but transcends the transaction to elevate the brand’s experience – and therefore – its value.
