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How to understand a customer?

May 8, 2014 Paulina Kamińska 5 min read
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Most companies use various tools and instruments to lead effective campaign. However, it turns out that even the most specialized knowledge is not enough to be successful. Why? Peter Drucker once said:

The purpose of a business is to create a customer

It is true that without a client, no business will survive. What is more, it should be considered that the constant changes of reality change a man – and this man is our client. That is why a company won’t survive without clients, but also won’t be alive without constant efforts to understand them. Read how to understand a customer?

It is true that without a client, no business will survive. What is more, it should be considered that the constant changes of reality change a man – and this man is our client. That is why a company won’t survive without clients, but also won’t be alive without constant efforts to understand them. Read how to understand a customer?

1. Marketing empathy

Commonly used marketing strategy – so called “marketing mix“, distinguishes the four most important factors that should be considered during the process of promotion and sales measures planning. These are, so called, 4P (product, price, place, promotion):

It is very easy to notice that one element is missing – a client, or to be more specific – a dialogue with a recipient. This factor should be included in the marketing concept, because it is a client that we should consider while performing any marketing measures. Let the rule of empathy become the most basic rule in Your business. Thanks to this, You will be able to satisfy the needs and expectations of clients in the most conscious and effective way. Without knowing them, Your business does not have any future. Remember that the rule of marketing empathy applies both to marketing, and to copywriting. It means, that this rule should be in mind during the planning of marketing strategy and during the construction of the communicates aimed at customers.

understand a customer

2. Step into the customer’s shoes

Before you start to communicate with a client and showing him your product/service, ask Yourself this basic question: how will Your offer be perceived by a potential customer? Go to your website and try to look at it with the customer’s eyes, especially the one who goes there for the first time. When you go to Your website, is it clear on what market Your company works? Are there sufficient information which new customers need to attract them to the offer? Is this website interesting to a regular client? Most of these rules are useful also in the case of landing page.

3. Create a target group

The knowledge of features and preferences of your clients will enable to adapt Your offer to them. That is why Should know and check such matters concerning Your clients like:

These and other data, which seem to be important from the point of view of Your product/service, will enable to create a specific target. Skilfully made definition of a target group will increase the effectiveness of a message, which in the future, will bring an increase of Your income.

4. Use CRM data bases

It is worth to consider the creation of data bases or a system the manages the relations with clients (CRM). This data base will be the source of valuable information about clients, which will also help You to understand their needs. CRM systems are much better solution than simple lists. It will help You to identify the needs of Your clients, and also You will support marketing measures, the sale process and all measures connected with customer service.

5. Ask about opinions

The most unhappy clients are Your best source of learning – Bill Gates

It’s to heed these words and test the level of our clients’ satisfaction. It can be done through on-line questionnaires, but also through following messages on the Internet forums, social networks, and considering the complaints of our clients. These measures, without a doubt, will help to create the more emphatic approach towards clients.

It’s to heed these words and test the level of our clients’ satisfaction. It can be done through on-line questionnaires, but also through following messages on the Internet forums, social networks, and considering the complaints of our clients. These measures, without a doubt, will help to create the more emphatic approach towards clients.

While preparing the strategy for Your business, check whether the Your products and services are still attractive and modern. Thanks to this, You will know what things should be done. Just think about what it really means: “I know my clients”.

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Paulina Kamińska

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