Understanding who your customers are and their needs
Understanding your customer base is key for businesses to provide good customer service and a positive customer experience.
To give good customer care, it is vital that you get to know your customers well so that you can deliver what they want and exceed their expectations, going above and beyond to help them.
Alset Partners understand that sometimes it can be a little difficult to fully understand your customer base and how you can successfully deliver the right results for them, and the ways in which you can get to know your customers better.
To help with this area, we have put together 5 steps that you can follow and implement within your company strategy, to help you understand who your customers are and their needs…
1 – Profile your customers
It is important to ‘profile’ your customers, or in other words get to know them, fully first so that you can get a clear picture of what you should be doing to meet their requirements. To do this, consider the following points – do you know their age, gender, social class or location?
If you’re not aware of any of these, or you feel that you need to know more about your customers, then it may be worth considering building a description of your customers and grouping them in specific demographics. This is the first step to truly understanding who your customers are and what steps you need to take in delivering good customer service.
2 – Put yourself in your customer’s shoes
To help understand what your customer requirements may be, it is useful to imagine yourself as the customer. Ask yourself what would you want from a business to ensure they were providing everything they could? What downsides have you ever come across when you’ve been the customer?
Thinking like a customer will give you a better idea of how to operate your business and to see from a customer’s perspective. If every member of staff implemented this technique into their daily routines, this would ensure greater customer satisfaction and an equal balance of understanding.
3 – Use data to understand your customers
A business database or CRM (customer relationship management system) is vital to understand your customers more. These types of databases store useful information about your customers that will help you in being aware of what they need.
It is helpful to investigate this data that you have on your customers and to look for patterns, particularly with CRM systems. They allow you to observe customer behaviour and preferences so customer satisfaction and retention can be developed. With these databases you can also check the performance of staff, for example to see how quickly you are responding to orders or deliveries, and this will further help with understanding where any issues may lie.
4 – Ask customers what they think
To help collate valuable data on customer behaviours and preferences, the best way to do this is by conducting a customer survey. Surveys are a good way to reassure customers that their opinions matter and are taken into consideration in order to make improvements to what the business is currently doing.
Surveys are also a good way for customers to praise any specific areas of business or to voice any problems they may have faced previously when working with your business. For you, this shouldn’t be something to dwell on but something you should understand and accept that there may be issues in areas you weren’t aware of. Being aware of what needs to be improved is a good way to really understand how to make the customer experience even better, and this way you can really get some valuable customer insights.
5 – Engage with customers more
Engaging with customers directly has now become much more achievable and simpler than before due to technological tools and social media. Customers can now speak directly with businesses through social media by tweeting or posting a message to them and them responding, or by sending direct messages.
Often with social media, the person running the account will generally respond to the customer, most particularly if the account is a ‘customer service’ account. Or even if a customer posts a comment and mentions or tags the business, often they will respond to them even if they were not specifically asking for help. If your business isn’t already doing so, then make sure you are active across all social media channels so you can be notified if any customers are asking for help. This is another good way to understand what customers currently think your business is doing good and what areas they think could be improved.
Understanding your customers is a deep and complex process, but one that can really help you to deliver results if you get it right. Alset Partners can help you investigate new markets, get to know new customer opportunities or assist with strategies to know your current customers better. To have a no obligation discussion about how Alset Partners can help your business to grow, please contact us on firstname.lastname@example.org