From a business point of view it could be: you always showing up on time, receiving thank you notes, referrals, being invited to seminars, receiving free samples, being asked for feedback, having a chat and laugh.
From a personal point of view it could be: a welcoming smile, skiing, hanging out with the family, listening to music, playing with the latest technology tools, watching movies like Happy Feet (had to put this is one as it is one of my favs).
Click here if you can’t see the Happy Feet video.
There are so many possibilities if you think about it.
However it is an important piece when building strong relationships with your customers to gain these insights from both a business and personal aspect.
Why is it important?
It helps you build a customer profile of your key customers and guides you when developing new products or services, communicating etc. It helps you to tailor your service delivery and fine tune your marketing activities.
It also stops you making assumptions, which can lead you down the wrong path and not strengthen the relationship or grow your business profitably.
How to find out
If you are in a service business and have face to face contact gaining this insight is a little easier. You can ask them, observe their surroundings, and actively listen when gaining feedback or just making small talk.
However even if you have an online business or many customers there are still ways to find out what makes them happy both in business and in their personal life. For example you could conduct an online survey, take a poll on your website, or ask them via a newsletter.
You can also pick up clues by listening and observing if they use social media or are involved in online chats or forums etc.
Examples
A good customer of our business loves to Kite Surf . This is a short video if you do not know the sport.
Click here if you can’t see the Kite Surfing Video.
He is always happy when he can fit this into his week. He says it lessens the stress of working and actually helps him to be more productive.
We have set up a really easy alert and if it appears that the weather will be just right we send him a simple text, email or voicemail in the morning. This means he can organise his day to do his work and enjoy his sport and he doesn’t have to worry about checking out the weather report himself.
Another example is a couple of customers who we have never met in person as they live in America. They like to feel involved, provide feedback for our business and are happy when we ask for their opinions and suggestions. Due to this we have gained a closer relationship and some of their suggestions are great opportunities we would not have thought of ourselves.
Gaining more information about your customers can be done step by step and over time. The key is to actually start as it will lead to more effective marketing, stronger customer relationships and a healthier business.
What makes your customers happy?
