The success of any business depends on its capacity to understand the desires and necessities of its customers. Today, with big data and artificial intelligence, one might think that technology is the key to reaching the customers. However, while these instruments offer key statistics about the behavior and preferences of the customers, they do not necessarily provide a comprehensive view of their feelings. Just as customers are more satisfied when they enjoy a service with a human touch, companies get a better idea of customer needs when they interact with them personally.
Here are five strategies to better understand your customers and provide them with high-quality experiences:
Directly solicit feedback from customers
The best way to solicit quality feedback is often to ask clear and direct questions. Do not be afraid to ask your customers what they think of your brand, because only straightforward questions will help your brand become stronger.
The best partners when it comes to improving your business and your offer are your own customers. They can tell you WHAT they want and HOW, and what they are willing to buy. There are companies who spend infinite time and money in shaping a product or service that like to them, but that the customers do not want.
That’s why it’s essential to include your customers’ feedback from the beginning of the process. In addition, your clients will like you to be interested in their opinion. So, ask more questions! If there is one thing that we can assure you is that customers like to be asked, because nobody ever does.
Maybe you should give them a moment to think about the answer, but what they say is infinitely more valuable than what we each think about our product or service.
Organize discussion groups and interviews
When you have information about what your customers feel, think, say and do, you feel strong. It happens a kind of “yes, now I see it clearly”. You are able to do things, make changes and innovate.
Focus groups and interviews are a great way to connect with current and potential customers and receive honest feedback. The information is valuable to know what your customers are looking for, the problems they face when they use your services, the stages they go from the decision to consume something until they buy it, or the people who accompany them (and influence them) when they make decisions.
Customer interviews are a common mechanism for gathering the voice of the customer. Customer interviews are usually conducted one-on-one with an individual customer or with a small number of people from the same business or family unit.
Focus Groups involve a small number of people brought together with a moderator to focus on a specific product or topic. Focus groups aim at a discussion instead of on individual responses to formal questions and produce qualitative data.
Create customer profiles
Clients are the key to any business achieving success. No doubt. So obvious and so complicated at the same time. Knowing, classifying and empathizing with our customers or visitors will make us get ahead of their needs, developing a viable and profitable business.
When collecting information about your clients, pay close attention to all demographic and sociological data. These help to understand the age of your clients, their median income, their geographical location and even their cultural identity. These statistics will give you insights of great importance to your target audience and help your brand create specific customer profiles.
If we know the behavior of consumers, we can improve their shopping experience and thus better respond to their expectations.
Study their habits and comments on social networks
Who does not have an account on Facebook or Twitter today? If we ask around us for sure, there would be few people who would claim not to belong to any social network. Currently, social networks have become a channel of communication in which we not only relate to our family and friends, but we give our opinion on products, news, share photos, videos, thoughts, etc.
This is why social networks have a wealth of information about your customers. Study their habits to identify which channels they use most frequently and when. Agents will need to take the lead on these channels and engage in discussions with customers while quickly answering their questions. Your brand will have to record all the comments on your social networks. And social listening instruments will highlight other references to your brand on social and internet platforms.
Analyze all data sources
If you want to make changes in your organization, you need to do more than collect data, you must analyze the customer feedback to inform change and drive new approaches. This may sound simple, but you’d be surprised at how many organizations don’t do this simple step. It’s like running an experiment and never looking at the results.
The meticulous analysis of all the data is essential to obtain an overview of the needs of your customers. Make sure to consider all types of data you have collected. Comments on consumer opinion sites and blogs should not be overlooked. It is also extremely useful to analyze your customers’ browsing habits on your website and the keywords they use to search for products, in order to determine which web pages are of most interest. Similarly, surveys provide valuable insights into your customers’ experiences with your brand.
We can say that the better we know our customers, the more likely we are to have them satisfied and keep them loyal to our business.
Knowing and understanding customers is essential to generate better shopping experiences in business. This will boost sales and growth.
When you collect information about your customers, analyze both the data and the requested feedback directly. In order to understand how to make them the best service, it is fundamental to combine personal contact with the study of their habits.
Have you taken any action in your business to get to know your customers better?