Having a comprehensive understanding of your customers is the key to achieving your core business goals. Whether your’re trying to optimise the customer experience, create more engaging content or increase sales, knowing your customers is key. Here’s 5 techniques to employ to get to know your customers better:
1. Create a Customer Profile
You may have an understanding of the demographics you are targeting but age, income and location alone are not sufficient to truly define your customer profile (sometimes called buyer persona). A full profile digs deeper into customer preferences, understands the customer’s likes, dislikes, family background and other important aspects to enable businesses to create messaging that resonates with their audiences on an emotional level. Acquiring keyword data is a helpful way to discover the terms and descriptions that certain buyer personas use to describe your services.
2. Ask Them What they Like (and what they don’t!)
It may seem obvious, but it’s amazing how many businesses don’t take the simple step of asking customers what they want. Asking questions provides insights into what your customers really need and helps you to serve them better. Employ both relationship and touchpoint surveys at appropriate intervals. A touchpoint survey follows a particular interaction and asks how customers found their recent experience. A relationship survey seeks to understand how well your customers like, and therefore recommend, your business.
3. Leverage Social Media
Social media platforms such as Facebook and Twitter provide insights on customer’s likes, their habits and most importantly what they are buying. Customers often voice complaints regarding a product or service through social media and posts can attract comments from old customers as well as prospective new customers which you can use to get to know your customers better. As the interaction between the company and customer is visible to all, it also shows everyone your approach towards customer service.
4. Don’t make assumptions
This should be a a business philosophy as well as a marketing tactic. Methods and practices that worked last year may not continue to work in the future. Customers are fickle and their preferences and beliefs change over time. Don’t make decisions based on past practices unless you have validated that your assumptions are still valid. Consistently re-frame your existing data and insights to make sure you are acting on the best available data.
5. Get in their shoes
The only way to really understand the unique and dynamic customer buying journey is to put yourself in their shoes. Create a customer journey map which looks past their purchases to examine the interactions before, during and after their purchase. Where are the points at which the process failed? Thanks to advanced analytics, behavioral recording tools, and stronger customer touchpoints, understanding customer behavior is easier than it ever was.
If you need help defining your buyer persona and planning strategy to engage with them talk to us. We’re here to help.