3 Ways To Discover What Your Customers Really Want
Businesses need to know what their customers and potential customers want in order to entice them to buy. Luckily, in the modern era businesses have more options than ever to poll, survey and analyze how their customers feel about services and products. Being able to tap into this information can help you cater your services towards what people want, rather than ask them to settle for whatever you’re offering.
If you’re looking for a solution to move more product and generate more customer relationships, you need to figure out what will get them in the door, what improvements they want to see, what services they need performed and what you can aid them in.
1. Talk to your customers about their opinions
One of the most direct ways to figure out what your customers need is surveying them on their opinion. This also gives you the benefit of making your customers feel heard, which will ingratiate your business to them. Although it can be tempting to rely on the traditional customer satisfaction survey, it doesn’t reveal deeper information about how your customers feel about your business’s purpose and potential. Instead, seek feedback specifically inquiring into how they might feel your business could improve.
Explore what customers are trying to do with your products, and see what they think could be improved within those services. You may discover that you need to refocus your efforts and priorities, but the information will help grow your business and customer base.
When you ask your customers for opinions, it’s important to avoid falling into survey question traps that limit the information you can get from your customers. Don’t ask yes/no questions - give them a chance to expand. Use multi choice questions and fill-in-the-blank to expand on customer thoughts. Finally, be sure you survey customers on specific topics. Few want to answer pages of question at once, and a long and difficult survey will get far less responses and information than a short, easy to complete survey.
2. Test your services, campaigns and sites
Before you launch any ad campaign or service, take advantage of developments in audience targeting and social media by testing your ad campaigns, marketing plan and new products. This can help you identify which one customers respond most positively to before launch, which will improve reviews and response overall. Testing allows you to discover kinks and problems that customers might have ahead of time, allowing you to preemptively address an issue head on before launch. This testing allows customers to offer feedback on a new service or advertisement, and make them feel like their feedback will be heard and considered ahead of an official launch.
3. Figure out what problems your customers want to solve
Sometimes companies start a business with a certain plan and niche in mind, but find that what they’re advertising and what customers like doesn’t always correspond. For example, a Pennsylvania steel company that thought its breadth of inventory was its selling point took a poll of customers to see what they valued. It turned out inventory ranked eighth, while customers really appreciated the company’s breadth of documentation and information on their products.
Businesses may not understand what exactly it is that customers like about your store, even if they choose to invest in India. You may find that what you thought is your selling point is actually considered an unremarkable feature, while there’s something else your customers enjoy or wish you would focus on.
Use surveying and customer opinion to figure out what it is about your business customers prefer, and what necessities and needs they want addressed. You can change the focus of your product line, your services and how you arrange your business with this information to attract a greater audience of people looking for that same niche.
You should keep in mind, of course, that what current customers want may not correlate to what new customers want - you have to work on marketing that appeals to new customers, not just people who’ve already learned the value of your services and decided which part of it they like best. Thorough documentation, as the Pennsylvania company found, may be more difficult to market to new customers than a broad inventory.
A social media marketing executive and entrepreneur, Alex has led the marketing divisions of some of the UK's leading advertising and PR firms. He specializes in usng the power of big data and business analysis to deliver actionable metrics.
As head of social media strategy, Alex is directly responsible for the customer experience and...