The difference between a good product and a great one isn’t measured in the number of features it offers but its ability to solve customer problems. Yet, one cannot design such a product if they don’t first understand what their customers really want — and why!
For this reason, many a brand conducts meticulous customer research beforehand to get a good idea of who their target audience is, as well as their various wants and needs.
Want to know how it’s done? Just keep on reading.
Get to Know Your Customers
Catering to your customers’ needs without getting to know them first is like buying a gift for someone you don’t really know all that well — no matter how hard you try it’s going to be a hit or miss scenario. To avoid this, you need to create a profile of your brand’s ideal customer with relevant features such as age, gender, occupation, location of residence, hobbies, and so on. In other words, you need to conduct some market research.
Now, once you identify your prospective customers’ demographic, you can create specific targeted marketing campaigns and focus solely on them. That way you tailor custom-fit content and products for your target audience, creating a more personalized customer experience in the process.
Snoop around the Competition
Let’s face it: getting the answers from the person next to you during an exam is something we all did in school — at least once. The same can be applied here. When you don’t have all the answers, just take a sneak peek at your immediate competition; perhaps they know something you don’t. For instance, what makes your customers tick?
When you get to the bottom of this, you can start working on improving your own customer service; just integrate their proven methods with your own, rinse and repeat.
Improve Your Communication Channels
You can learn a great deal about your customers’ specific needs by resolving different customer issues and listening to what they have to say; the more issues you resolve, the better. In other words, your communication channels need to operate at peak efficiency and offer impeccable customer support.
For instance, utilizing top notch contact centre solutions such as fine-tuning staffing service levels and using personalised conversations on your customers’ preferred channels is a neat way to improve customer satisfaction rates. That way you not only collect valuable insight but also keep your customers loyal and content.
Conducting surveys is one of the best ways of collecting valuable customer data. These can include a variety of open- and closed-ended questions regarding your customers’ preferred buying methods, shopping habits, most recent purchasing decisions, and more. In addition, you can use these any way you like; for instance, in the form of website pop-ups, emails, and social media questionnaires, to name a few.
Also, even though customers aren’t always able to articulate their needs clearly, you can go the extra mile and interview them to get a better understanding of their overall attitudes, problems, and challenges.
Engage Customers on Social Media
Last but not least, engage your customers on social media to identify the root of the problem and offer solutions. That way you not only build a solid relationship with your followers but you also present them with a unique opportunity to interact with your brand. Start engaging conversations, tag relevant followers, and share lots of entertaining and educational content to keep them occupied.
Once your loyal followers flock to the surface, you’ll be able to see more clearly who they are and what they want, allowing you to cater to their every need.
Nowadays, thanks to Big Data and Virtual Intelligence, going through call-logs and customer data has never been easier. With the help of relevant metrics and analytical tools, companies can get precise measurements of their overall customer experience and follow potential prospects throughout their customer journey in real-time. Whatever future technology has in store for us, one thing is clear — the customer is king.