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Jun 02, 2020
Customer needs: a deeper understanding
The best way to excel at selling any types of goods or services is to have a thorough understanding of the needs of your customer, and deliver on that. After all, without customers, you won't have a business. While it sounds simple enough, it isn’t always straightforward to implement.

Unless you have a sound understanding of your customer needs, you’re guessing and flying blind.

How do you gain a sound understanding of what your customers need? How can you gather this information and implement it in your business to drive change and improve your results? It’s important to establish who your customers are, what they buy and where they buy it from. Also understanding what motivates them, including price, quality, convenience, functionality of the product, experience of the company, performance, durability, reliability and so on.
Once you have this information, you can tailor your goods and services appropriately to not only ensure you’re giving your customers what they want, every time, but to optimize the experience for them, which will help keep them returning and being loyal to your brand. Ways for marketers to gain this understanding include:

1. Engage with your customers

The best way to find out what your customers need and want is to ask them. There are different ways you can do this such as using Messenger, including a customer service chatbot tool that lets your company interact with customers while they are on your site, inviting feedback and even calling them on the phone to gather their thoughts.

2. Analyze the data you already have

Your customer relationship management system has important information about your customers that you can analyze to help better understand their needs. You may be able to identify patterns and trends and gain insights.

3. Capture data from analytics

You can tell a lot about what your customer is looking from by using behavior tracking tools to determine what they are clicking on, how long they spend on a page, when they bounce from the page and so on. This will enable you to gather behavioral data to form conclusions about what your customers are looking for and what they are not interested in.

4. Map your customers’ journeys

The technique known as customer journey mapping is one where companies can create an in-depth, graphic representation of the journey their customers take – this includes interactions with your brand before, during and after when they make a purchase.

5. Use artificial intelligence

Artificial Intelligence (AI) and predictive analytics tools can help you to identify customer trends, build profiles of your customers and offer more personalization and customization on your website to tap into this. It can help you to build more insightful customer profiles. For example, for fashion retailers, a tool like SuitApp can take your customer data and provide tailored suggestions of outfits based on your store’s inventory to present outfit options to them to purchase, based on their own preferences.
Thanks for the photos to  mentatdgt and bongkarn thanyakij from Pexels.