Haven't we all been in this situation - you're trying to have a conversation with someone, but they keep talking about themselves? Somewhat masterfully, this person always steers the conversation back in their direction. Someone might even come to mind as you're reading this! This lack of connection can remind us how these conversations miss depth and meaning and can leave us feeling disconnected. Healthy relationships are based on mutual engagement, where both parties are empathetic and continually learn from one another. In short, the relationship is a two-way street.
While this behavior might be easy to notice in our personal lives, it's common for it to go unnoticed in professional settings. It's often masked in the form of a disconnected Zoom meeting solely focused on services, capabilities, or products that are just missing the mark on the real benefits to the client. To truly connect with customers, we must get to the heart of the matter, uncover what motivates them personally, and focus on the benefits of our offerings.
This is the crux of the features versus benefits conversation. Confusing your services and products as benefits is a well-intentioned habit we can all fall into. However, a potential consequence of this habit is that you miss meaningful connections by concentrating solely on the services or capabilities of your product offering. When we remember clients are interested in how your service can help them specifically, we can uncover the benefit behind the offer and understand what motivates them personally. The WIIFM ("What's In It For Me?") formula has always been a powerful tool to help unlock critical insights from value-adding and benefit-centered conversations.
Having an empathetic, benefit-focused approach allows us to understand the needs and priorities of our clients and tailor our conversations accordingly. Reframing the client's needs within the context of benefits is essential to create a stronger connection to cultivate both trust and loyalty. You can demonstrate how your services will meet their needs by emphasizing this. For example, if you're marketing an innovative software solution, you could highlight its ease of use, ability to save time, and how it ultimately increases your team's productivity. By course-correcting your conversations in this way, you're prioritizing the value-adding benefits over the alternative: a tunnel vision conversation focused solely on the characteristics and facets of the software.
When examining your product offering, it may feel like a Catch-22 - and that your capabilities are the features. However, by looking closer, you can bring the benefits your organization offers to the forefront in crucial ways. For example, creating a user experience that maps how your customers shop for your product can be an invaluable benefit-adding tool.
The recent partnership between iRobot and AMP's Tech team is an excellent example. iRobot and AMP partnered to develop a marketing intelligence platform that uncovered significant, noteworthy advantages and benefits for iRobot's valued customers. AMP provided iRobot customers with an understanding of the capabilities and differences between their variousmodels so they could make better purchasing decisions. The platform features three main components: an in-store application, a consumer quiz, and a comparison chart that allow users to interact with the product and receive tailored recommendations in a matter of minutes.
A vital feature of the platform is an interactive product showcase that leads customers through a quiz about how they'd like a vacuum to operate, shows them how the technology works, and makes specific product recommendations based on their input. The standout benefit the platform provides for iRobot is valuable insights for future campaigns and sales analysis by consolidating customer data and enabling ongoing engagement.
The overall benefits for both the customer and iRobot are also clear. Customers can quickly and easily understand product capabilities and differentiators and receive intelligent AI-driven recommendations tailored to their specific needs. This speaks directly to their consumer's personal "why" and WIIFM "What's In It For Me?" value, which in this case could be ease of use or convenience, to name a few. The platform also provides an excellent user experience that empowers customers to purchase immediately after completion. In addition, the platform enables iRobot to gather data from across the globe through physical, tablet-based retail experiences, embeddable web experiences, CRM data tools, and social engagement tools. Using this collected data, iRobot is able to provide ongoing customer engagement and sales analysis to its customers to improve future campaigns and increase sales.
The iRobot case study demonstrates that AMP’s efforts went beyond creating a simple in-store product matching tool and consumer quiz. The final product provided customers with the value-adding benefits of informed decisions, trust, convenience, personalization, and efficiency. By empowering customers to make quick and easy decisions through these benefit insights, iRobot saw an increase in sales and engagement both domestically and internationally.
At AMP, we understand that delivering value to clients and their respective customers is much more than providing trendy designs and snappy load times. Our tech and UX teams prioritize benefits by crafting digital experiences and solutions tailored to every brand's needs and business goals. This empathetic and personalized approach enables AMP’s team to initiate new business opportunities as equally engaging partnerships from the onset. As much as providing outstanding digital experiences, we also strive to create unmatched customer-centric relationships. Our dedication to creating value through empathy ensures that clients feel both seen and heard in the solutions we provide.
With over 25 years of experience, AMP’s technology teams are highly skilled in creating user-friendly and elegant designs for even the most complex platforms all the while building experiences and digital solutions based on targeting customers’ needs in mind. Elements like responsive design and fast load times then become table stakes. The iRobot case study showcases the benefits of the technical solution that met iRobot's business needs and surpassed expectations on delivered results. This is just one example of how prioritizing customer-centric connections makes sense for the long run.
We believe that empathy is the key to not only building successful brands but also to creating deep and meaningful relationships that extend beyond projects and deadlines. It's not just a marketing or sales strategy - It's a necessary shift in mindset to connect with people on a deeper level. In doing so, we can directly speak to the benefits related to clients' personal ‘why’ and WIIFM. At our core- this belief in empathy drives all we do. We're not just here to design beautiful websites and seamless digital experiences (which we love and do well!); we're here to create products that mean something, resonate with our clients on a personal level and make a difference. Authenticity always attracts; we know this in our personal lives, and now we have to put it into practice in our zoom calls! By using this benefit-focused approach, you can continue to build trust, loyalty, and lasting relationships for years to come.