Having a comprehensive understanding of your customers is key to achieving core business goals.
Whether you’re trying to build (or optimize) the customer experience, create more engaging content. Knowing your customers better than they do is key.
Despite this, marketers and other organizational leaders alike are neglecting the customer before and after the sales.
The biggest barrier to begin with, is usually lack of deep understanding of the customer.
In this article, I’m going to show you, four ways in which you can understand your customers better.
We’ll look at the quality aspect of it. As well as how you can be fully equipped to get started successfully.
1 Involve persons with the desire to buy
Many marketers make the mistake of using generic demographics like age, profession, and location to develop their buyers.
These data points simply don’t provide enough information to create messaging that resonates with your audience on an emotional level.
One way to dig deeper into customer preferences is to use the Acquisitions tab on Google Analysis to see which social media outlets, industry blogs and professional forums your site traffic comes from.
Then, apply this information to your personal data so you can find out where and when to reach them more effectively.
Additionally, acquiring keyword data is a helpful way to discover the terms and descriptions that certain buyer personnel’s use to describe your services.
To segment customers based on keyword searches, for example, use Google Webmaster Tools to create a list of common keywords that drive people to your site.
Then, group the keywords into overarching themes and assign them to different personnel based on the data you have available.
2 Engage intelligent customer services
Engaging with your customers in real-time has become more easily accessible thanks to new tools.
Messenger is becoming an ever more popular customer service channel, while tools like Drift allows you to talk with your customers as they browse your website:
These channels are a means of collecting customer’s insight. You need to interact with your customers, regardless of the channel, in order to understand them better.
Work with your customer service teams to look for patterns and react to the insight you generate.
As such, it helps improve the boarding process, turn unhappy customers into happy customers and creates more sophisticated buyer personnel’s.
As you work to keep your customers engaged during the first stages of the customer’s journey, think of your budding relationship as a two-way street.
Encourage customers to share their thoughts and opinions by including a customer satisfaction survey into your email drip.
3 Traverse your Customer’s path
The only way to understand the unique and dynamic customer buying journey is to put yourself in your customer’s shoes.
This is made possible by an advanced technique called customer journey mapping, a method where companies create a detailed, graphical representation of the customers journey based on critical touch points — interactions between a customer and your brand before, during, or after purchase
You may want to create milestones, such as when an app user hasn’t log into their account in three months, or when an avid customer suddenly stops using the product.
It’s best if your customer experience team is able to call, write, or meet with customers directly to understand why they’ve disengaged from the app and find lasting solutions to their complains.
4 Predict, and plan for the future
Creating a plan for future customers engagement is just as important as creating a plan for the present.
This puts customers experience teams in the right frame of mind to respond to customers during stressful or challenging situations.
Predictive modeling software mines existing customer data to identify cyclical patterns and trends that can inform decision-making.
There is great tools rapid miner both of which create realistic future models.
To see how predictive modeling informs customer strategy, imagine you work for a company that wants to adjust its product road-map to anticipate customer needs.
Looking at historical behavioral data will show you whose features customers have found most valuable over time, and which features they didn’t use.
Understanding your most popular and most visited pages can also inform your content strategy, focusing on topics and formats that will best solve your audience’s challenges.
“Many companies turn to disciplined market research as a form of insurance, i.e. as a means of reducing business risk.
The next section looks at how market research is used in product development – not only as insurance, but also as a tool to establish needs and to obtain intelligence on market potential.”