How Well Do You Know Your Customers?
As a Customer Success executive when asked "Do you know your customer(s)?" The fastest answer would be " Yes" but do you really know your customers?
Per adventure you answered “Yes” and we take your word for it, then we further ask you just how well you know your customer(s)? Do you know only their names and tags or you know who they are and what makes them tick?
This question is important but it's also not that deep. This is not some creepy staler level kind of knowing.
Do you know them well enough to make informed decisions to improve their experience with your brand?
Here are a few things to consider;
Who are your customers?
Are they business individuals?
What demographic do they belong to?
In what industry do they operate?
What is their scale/size of business?
A proper knowledge of this can help you identify other potential customers and how best to offer value to them.
Now let us try and answer some questions about our customer;
Who are your customers: For starters, define who your customers are and no matter how good your product and/or services are, everybody is not your customer. Know this and know peace.
What do they do: For most B2C brands, it is good to know the interest as well as occupation of your customers to gain proper insight on how best to achieve their goal with your product and services and the same applies for B2B. It is important to understand what their business is hoping to achieve.
Why are they your customers: Knowing why your customers buy from you helps you to meet their needs as well as maximise the value they get from you. This is called putting your best foot forward.
When do they need your product and service: The "when" is just as important as the "why". For example if someone that sells winter clothes is looking for a high influx of customers during summer, it is as good as looking for a needle in a haystack. Knowing when the customer needs your product/service helps to prepare adequately to meet their needs and increase your chances of success.
Where are they? The location of your customers is essential knowledge to have. The location can be physical or virtual. Imagine opening a physical store in a rural area with no online presence whereas your target market is based in the urban city.
Try and answer these questions and see how well you know your customer because if you do not know your customer, who will?
Cheers,
Seun