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How to identify your customer

In this blog, we will be talking about the various ways a business can know its customers better. We will be talking about the need to know customers, the different methods that can be applied to broaden the knowledge, and hence improve brand recognition.

The image is an illustration of market research and customer research

Optimising the customer experience to make it tailor-made and customisable is a sure shot way to attract new customers. It is also a great way to ensure customer loyalty. Statistics show that only 41% of marketing executives actually use customer feedback to fine-tune their businesses. It is thus seen that most businessmen and marketers neglect the customer and his needs throughout the business process. This actually stems from a severe lack of understanding of the customers themselves.

Understanding your customer is thus the first step to expanding and flourishing your business. To increase conversion rate, business enterprises need to have a clear understanding of who their customers are and what drives them. Whether it's building a business, improving customer experience or even increasing sales, knowing your customers is key.

A few ways to get to know your customers are as follows:

Conducting surveys - Surveys are one of the best methods to gain honest feedback regarding a product or service. Obtaining feedback through surveys from the customers goes a long way in understanding what the customers are thinking and how they feel about a product or service. For a personalised and better understanding, personal surveys go a long way.

Keyword Research - In the modern technology-driven world, customers rely on online research for the items they want to purchase and most importantly, from whom they want to purchase them. Keyword research allows business enterprises to understand the interests of their target markets and the terms/words that customers use to find the product or service that they need.

Creating Customer Profiles - The need of the hour is to create an ideal customer profile. It must be noted that customers can belong to a myriad of demographics, which has to be kept in mind while creating a profile. The profile must include a customer’s likes, dislikes, family background and other important aspects, which will help to know who would avail of the product or service being provided.

Avoid Making Assumptions - A tactic that might have been successful one year may not continue to be as successful in the following years. Customers' engagement with a brand keeps evolving with time, hence companies should base their business ideals and changes entirely on updated data, rather than base them on generic assumptions.

Social Media Interaction - Business enterprises nowadays absolutely need to have a social media account that they can leverage to connect with their customers. Customers having complaints regarding a product or service can resolve them through social media, thus helping business enterprises to learn a great deal about their customer’s likes and dislikes.

Events - This is mainly for physical businesses, wherein conducting an event in a target audience area can go a long way to improve interaction with customers. It helps to interact with customers who are happy or sad with the services, and can even attract potential customers. Questions must be put forward to understand their mindsets.

Purchase is not Everything - Though most companies do create a customer profile based on past purchases, studies have shown that it's not enough. Business enterprises must make an effort to consider household compositions, propensity scores and channel-preference data, which lead to promising results in the way of customer knowledge.

Customer Reviews - Comment boxes on social media, testimonials on the brand website, or even reviews on business review websites (such as Yelp) can be used to get honest reviews from customers about products and services. These reviews are instrumental for the business to know their customers, and their needs better.

Go all cards in - Businesses generally have only meagre data available at their disposal, that too obtained from the customers themselves. Analytics on the landing pages such as locations, search words etc are also highly beneficial to brands for knowing their customers better. Thus, companies should utilise every morsel of information available to them to remain competitive, and ensure that their customers remain satisfied.

Understanding customers is a tedious and lengthy process. Although, once companies are aware of the above methods, they will be able to portray their products in an improved and more personalised manner. Companies can also employ the services of call center service providers to understand their customers better. In today’s complex and ever-evolving digital world, business enterprises have to utilise the available data to gain invaluable insights on their customers that will help them broaden their reach.


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