To state the obvious the more you know how your customers think, feel and behave the more successful you will be with your marketing.
It takes out the guesswork.
Like any relationship it takes time and commitment to gain a deep understanding of your customers.
If you think about your close personal relationships, how much easier is it to buy presents, laugh at their jokes, recommend holidays or restaurants, forgive the little mistakes, be there when they need you etc?
To gain this depth of knowledge you have probably taken a real interest in finding out everything you can to strengthen the relationship.
The same goes for your relationships with customers. The stronger the relationship the easier it is to communicate, develop new products or services, gain referrals etc. Sometimes we assume we know all that we should when in fact we may only be scratching the surface.
So, here is a quick survey for you to take to see how much you do know. You may want to include your employees or even compare notes with your key customers.
You may also like to get your business customers to take the poll and see how much they know about their customers.
Here is an explanation of the ratings and factors:
Factors
- Demographics (age sex, etc)
- Location
- Attitudes
- Values
- Likes
- Dislikes
- Interests
- Problems
- Desires
- Needs
- Where they like to hang out
- What they buy
- Why they buy
There are probably more factors so let me know if I have missed any.
Ratings:
- 5: You have detailed knowledge of their Pretty much everything you could know
- 4: You have detailed knowledge about most of the factors
- 3: You detailed knowledge about a couple of the factors
- 2: You know at least their demographics and 1 other factor
- 1: You at least know their name, but no detailed knowledge of the other factors
Just look at the factors and then pick one of the ratings for your business.
If you want to email me to discuss or have any questions, please feel free .
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Nice one, Susan! I agree heartily. We touched on this when discussing (un)suitable Christmas gifts for clients. We agreed that it’s important to know your client’s religion before making an offensive mistake. Tricky info to get, but worth it in terms of long term relationships. Best regards, P.
Thanks Paul and it is these areas that we can become unstuck in the relationships without meaning to. So how do you get around the religion question if you have new clients?
Sorry, Susan. I’m a scaredy cat. I don’t ask and I don’t send gifts at Christmas! Also, as I don’t practise any faith, it seems rather a fake gesture to send stuff at that time. Rather, I look after my clients all year round.
It is a little difficult but I think you you are so right when you say you look after them throughout the year. Great approach and I am sure they must appreciate it Paul.