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5 Techniques to Help You Truly Understand Your Customers

December 12, 2016

By Today’s Industry Insider

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Optimizing the customer experience is a great way to get new customers. It’s also one of the best ways of fostering customer loyalty.

According to Teradata, only 41% of marketing executives are using customer engagement data to inform their marketing strategy.

Despite this, marketers and other organizational leaders alike are neglecting the customer before and after the sale. The biggest barrier to even beginning is usually the lack of a deep understanding of the customer in the first place.

Having a comprehensive understanding of your customers is key to achieving core business goals. Whether you’re trying to build (or optimize) the customer experience, creating more engaging content or increasing sales. Knowing your customers better than they do is key.

In this article, I’m going to outline 5 techniques you can implement to understand your customers better. We’ll look at both qualitative and quantitative data, as well as at the tools and mindsets you need to equip to get started successfully.

1. Apply Intelligent Customer Engagement

An optimized customer experience is valuable for revenue and retention. If you get it right, it can be a source of customer insight.

Engaging with your customers in real-time has become more easily accessible thanks to new tools. Messenger is becoming an ever more popular customer service channel, while tools like Drift allow you to talk with your customers as they browse your website:

These channels are a means of collecting customer insight. Your proprietary data from interacting with your customers, regardless of the channel, can help you understand them better. Work with your customer service teams to look for patterns and react to the insight you generate.

On top of this, nothing beats customer development. Getting your customers on the phone on a regular basis can help you go deeper into their pains, needs and challenges.

This is exactly what Alex Turnbull, Founder of Groove does, in order to understand his customers more. He schedules regular calls so he can fully understand what they love or dislike about his product.

As a result, he’s helped improve his onboarding process, turned unhappy customers into happy customers and created more sophisticated buyer personas.

As you work to keep your customers engaged during the first stages of the customer journey, think of your budding relationship as a two-way street. Encourage customers to share their thoughts and opinions by including a customer satisfaction survey into your email drip.

SurveyGizmo suggests these three key principles to follow when designing a survey:

  • Remove bias: Ask the customer for their opinion without projecting your own. Get their uninfluenced, impartial opinion. You want genuine insights, even if they’re negative. An example of this could be something as simple as “What do you think we could do better?”
  • Be concrete: Use simple language that asks for feedback on a specific topic. For example, “How have you improved marketing effectiveness using our software?” will help to determine the value your customers are getting from you.
  • Focus: Your surveys should address one area of the customer experience. The aim is to …read more

    Source:: Kiss Metrics Blog

          

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