Most businesses assume they know their customers, but if they were honest about it, they’re actually just familiar with the brand image they portray. If you want to serve your clients properly and provide value that’s most meaningful to them, you have to find out who they really are.
Get to Know Your Customers
The obstacle that prevents many firms from knowing their customers well is that they regard them as business entities, instead of organizations composed of actual people with personalities and identities.
If you’re going to serve your customers properly and add genuine value to their bottom line, you have to understand who they are on a directly personal level. Here are four strategies to help you do that.
Collaborate With Them
If you want to learn what it looks like to know and understand your customers, one of the best things you can do is study what other successful companies are doing. Bliss Media, one of Australia’s most successful digital marketing agencies, has a formula that works for its team … and might just work for you.
“Our approach is collaborative and adaptive,” Bliss Media states when it describes its process. “We want clients to be immersed in the project and creative process. Through activities like hands-on workshops, focus groups, user-journey mapping and user experience testing, we learn your business, and together uncover new customer insights. Our process includes our clients at key points from beginning to end.”
In other words, if you want to know your customers, involve them in what you’re doing. Not only does this help you build rapport, but it also gives your market some ownership in the process.
Utilize Social Media
Social media yields a treasure trove of opportunities for companies that are serious about understanding who their customers are. Unfortunately, many firms don’t fully utilize the information that’s right their at their fingertips.
Maintaining social media profiles and sending out posts every week is good, but outreach shouldn’t be your only tactic. Networks like Facebook and Twitter also have powerful analytics platforms built into their systems. These empower you to collect valuable insights with regard to demographics, interests, buying habits, and engagement with content.
Ask for Feedback
Massage Greenpoint in Brooklyn has found that a direct approach often works best. One of this company’s preferred methods of getting to know customers is by reaching out after client visits.
“We love the Listen360 customer feedback software, as it sends out a brief and easy-to-use survey after every appointment,” CEO Rachel Beider says. “We can immediately see who our promoters are and who had a less-than-perfect experience, which gives us an opportunity to reach out before we might lose that person as a customer.”
Research the History of the Business
For B2B businesses that have other companies as clients, it’s often helpful to research the history of the customer. You may have access to a lot of information about the firm as it stands today, but learning where it’s come from can help you get a better feel for the personality, flavor, and character of the operation behind closed doors.
Serve Your Customers’ Needs
It’s not enough simply to find out who your customers are. Once you’ve done your discovery and developed an intimate understanding of their needs, wants, interests, and background, you have to act upon the intelligence you’ve gathered to serve your clients’ needs in specific and tangible ways.
Customers want to work with businesses that add value to their lives. The easiest way to add value is by satisfying need, fulfilling a desire, or solving a pain point. Finding out how to fulfill these duties with more accuracy will strengthen your bond with your target market.