Customer insights have always been valuable. I’m sure you
have looked at the normal stats for your audiences (age, M/F, education,
income, home ownership, propensity to exercise or eat right, region of the
country, television interests, favorite foods, etc.). Apart from these, do you
really know what your customer is thinking and/or interested in?
Having a working grasp on demographics only provides a
fraction of valuable customer understanding. To connect with customers,
consider that they are primarily thinking about how to solve the problems they
face each day. Spend time thinking about what their problems might be. Help solve those problems, and you have established a different
relationship with them.
Not convinced? Let's imagine an example.
Say you have always wanted to open an independent car repair
shop. You have the location and everything you need. Now it is time to get your
web site up and running and start the engines (I could not resist). Before the
site goes live, you create a list of the most common questions asked by foreign
car owners. With each question you offer a clear answer and support each with
video ‘how to’ clips. You have just helped your customer be more informed and
aware of issues they might face as a car owner.
Today, customers are looking to be helped instead of sold. Customers
are thinking about finding resources that offer understanding and assistance
instead of simply the latest coupon. Customers today are savvy and appreciate
businesses who help them stay that way.
Give some thought about what your customers are thinking.
They are looking for help. And you have just the information they need.
Do you know what your customers want? Or what they need? Share your thoughts.
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