When you’re trying to develop new products and create effective marketing campaigns, it’s essential that you know your customers inside out. That doesn’t just mean knowing who they are, you also have to know what they like and what they don’t like, what their shopping habits are, how often they buy things, and what they do in their spare time. The more you know about your customers, the easier it is to come up with product ideas that they’re likely to buy and tailor marketing campaigns that really connect with them. If you don’t think that you know your customers well enough, here are some simple ways to learn more about them.
Walk A Mile In Their Shoes
Getting into the customer mindset and viewing your company from their point of view is a good place to start. Think about all of the different times that customers interact with your business, that might be over the phone, through email, on social media or even maybe coming into your office. If they come into your office, does it look scruffy and unprofessional or does it give the impression of a business that knows what it’s doing? If it’s the former, you need to rethink your business image. When you interact with them online, are you just sending out boring marketing messages or are you creating a social media profile with a bit of personality? That has a big impact on how they view your company.
By thinking about things from their point of view, you can understand exactly how they perceive your business and whether they see it in a positive light or not.
Use Customer Data
You collect a huge amount of data on your customers, but are you actually using any of it? Data is one of the best ways to understand exactly who your customers are. If you use master data management to bring together all of the information that you hold about customers, you can really get to know them. What age group is most likely to buy your products? When are they most active online? What kind of areas do they live in? Which products are they most interested in? All of this information can then be used to create better products and target your marketing campaigns at the right people.
The easiest way to get to know your customers is to just ask them what they think. People often underestimate the value of customer surveys and reviews, but they can really help. After somebody buys a product, ask them to fill out a short survey asking why they bought the product, what they like about it, how it could be improved etc. If you collate all of these answers with the reviews that people leave on your website, you can see what recurring themes there are. If a lot of customers have a similar complaint about one of your products, you know that you need to make a change. Equally, if a lot of people are giving you positive feedback on certain aspects, you know that you need to recreate that in your next product.
Getting to know your customers better is by far the best way to improve your products and the level of service that you offer.
*This is a contributed post