There are some companies that know their customer well and then there are others that I’ve worked with that don’t engage with the customers.
Which category do you fall in?
The clients that tell me that they know their customers well don’t usually know them as well as they should. The ones that say they don’t know their customers well are the ones that stay curious. They continue to learn more about what their customers crave from them.
The companies that believe they know their customers stop staying curious and they don’t stay up to their changing customer demographics. Your customer trends and shifts that occur each month is vital to company growth. One marketing tactic will work well this Christmas, but won’t work as well next year. It’s these customer desires that companies need to stay on top of as they try new ways to connect with customers.
A few weeks ago I was chatting with a client about their sales page. I asked them if they thought their customer would prefer the word “fast” or “quality.” One is synonymous for speed and the other slow, but shows attention to detail.
There are no customers that want to wait a long time for their product and there are no customers that want a crappy product rushed through. Usually one is more important than the other and that is the point of the exercise.
She paused. She looked up at the ceiling. She looked back at me.
She didn’t know.
I stumped her.
Most of my clients probably would not know what their customers like, but they would be able to start to dissect what they think their customers would like based on past experiences.
Truly the only way to really know what your customers like and don’t like is to share tacos with them. That’s code for engage with them.
Get to know them. Show them how much you care about their experience.
However you learn about your customers, it’s important that you set time aside to engage with them so you learn about their likes and dislikes.
So let’s break down the benefits of each method.
1. Review website analytics
Data when used well, can be instrumental in helping you make quality choices. Looking at how people are using your site and buy your products helps you understand your visitors’ behavior. I really like this data because it’s very black-and-white.
When someone visits your page and takes action or doesn’t take action then you can start to understand what type of customer or you are dealing with.
The most straightforward and easiest way to collect feedback is through email surveys. The hard part is keeping track of the information. You want a place to keep all your information so you can get a quick overview when you need it or a deep dive if you’re working on a high-level project.
That’s where Domino Feedback can help. We’ve created world-class software to help you keep track of every response, an easy way to reply back, and be able to get an overview of where you stand with your customers.
3. Call them
Talking to your customers can also be a great resource for you because there is a give-and-take back-and-forth. Many of the clients that I work with allow me to interview their customers. This allows me the opportunity to dig deeper into their feedback. That’s why I like my clients to send out a survey first then I can choose which customers I would like to talk with.
Now when you have a customer on the phone you can then dig in and find out why they gave those answers. It’s this information that helps me figure out how to improve their overall branding as well as the messaging they have on their website.
4. Create focus groups
I also do work for a very large company and focus groups is a main part of how they track their customers’ reaction to new products and changes to their website. This type of information is valuable because you get to directly see how people react to your new products and changes that you might make.
5. Watch and learn from behaviors
Now depending on the type of business that you have this might be a little tricky. That’s why watching videos of somebody unwrapping a product can be so fascinating to a viewer. They get to see how people react to their products.
Now if you’re a brick-and-mortar type of business it’s a little easier to watch and learn from your customers behaviors. For example If you own a restaurant you can see how comfortable people feel when they come into your restaurant, what their mood is like when they get their food, and how they look when they leave your restaurant. This is all information that you can you use to help improve your company.
Bonus: Meet Customers at a Conference
Many online businesses don’t interact with their customers because of how the business is set-up. Many purchases happen without any personal contact from someone within the company. This is a great opportunity for online businesses. I suggest as you collect customers emails you save them and invite them to meet you at a conference you create or you can piggyback off of another conference.
When you get to meet your customers in person it can take them from a regular customer and turn them into a fan. The best part is you get to sit down with them and show them how much you care about their experience.
What tools do you use to find out what your customers crave?