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Poor experiences caused by bad customer education

Adam Zuchetti
Adam Zuchetti
28 July 2017 1 minute readShare
Businessman giving a thumbs down

Customers continue to receive disappointing experiences because businesses aren’t doing a good enough job conveying the value of their service and expertise.

“People don’t know what they don’t know. When they don’t know what they don’t know, they get what they don’t want,” explains Jules Peacocke of Lily Jackson Hair & Makeup.

It is for this reason that Jules is a big believer in educating consumers about herself, her business and her service offering, so that they can see for themselves the true value of what they are paying for.

“When you educate someone, they always have that no matter where they go, they dont know what it is theyre looking for,” she says.

“That is where the value of great hairdressing comes in, because its an intangible that the client wouldnt even know what that means to him and how to say it or how to express it.”

Yet as well as educating the customer about value, the biggest benefits of being a content-rich business are the relationship and trust that are built up before prospects actually become customers, notes Jules.

“Were talking to clients online and the client already knows us before they come in,” she says.

“In my business, if you remember 20 years ago, it was me, my chair. I knew everyone in my business. I come to work now, and I dont know the clients that are coming in the door. Ill introduce myself but theyre already looking at me [like they know me] because they’ve watched me in videos.”

Check out more practical tips and insights on customer education and conveying the value for money of your services on the My Business Podcast below:

Poor experiences caused by bad customer education
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the former editor of MyBusiness and a senior freelance media professional, specialising in the fields of business, personal finance and property. In 2020, he also embarked on his own business journey – inspired in part by the entrepreneurs and founders he had met through his journalistic work – with the launch of customised pet gifting and subscription service Paws N’ All.

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