Vent2Me had one objective to uncover whilst taking a four month overseas sabbatical and that was to – gain insights into the consumer psyche. How does Australia compare with the rest of the world? What do consumers want?
The simple answer: it didn’t matter what country Vent2Me visited, every consumer craved the same desire of positive reinforcement. An interesting point was that it wasn’t necessarily service that made customers satisfied, but the fact that they felt reassured by their purchase decision. Of course service helped to provide reinforcement, but it wasn’t the underlying factor as to why consumers purchased a particular item. It was what happened after that mattered more – the positive reinforcement received from friends, family and peers to validate the consumer’s purchase decision.
Overall, the countries that did better in the fields of reinforcement and service were those that operated a tip-based system. The fact is, staff who receive incentive will work hard to receive the reward and therefore provide validation to customers.
Although Vent2Me does not believe reducing the casual wage in Australia is the answer in improving service standards, there is something to be learnt about the need to offer employee incentives. Staff incentives do not have to be monetary; they could involve professional development, flexible working hours or recognition through awards.
After all, a service is a service. One way consumers will differentiate between two competing products is through positive reinforcement. If a customer feels satisfied after purchasing your product or service they will return!
Until next time!
Cents and Sensibility
Julia Taine, Executive Director of Vent2Me, is a marketing problem solver and mentor. A mover and a shaker, Julia sees a niche in an industry, and takes it, by making it her own. Julia started Vent2Me, because people she knew were struggling with their online presence and their digital strategies. Julia knew she could help these people, and so here she is today.