How to get to know your customers better

No matter what industry you’re in, giving the customer what they want is the key to success. And it’s pretty tricky to do that without getting to know them!

Insights into who your customers are and what motivates them can benefit your business in countless ways. It’s also an essential component of providing great customer service, thereby winning loyal fans and avid supporters. These brand ambassadors help to spread the word, in turn generating new business.

Here are some effective ways to open the lines of communication, and establish a dynamic relationship with your customers.

1.   Talk to your customers on a friendly and personal level

Current technology has given us numerous ways to connect with and interact with customers.

You can send them emails, call them on the phone, or engage them on social media. You can connect on platforms like WhatsApp, Drift and Messenger.

You can engage with them in real-time through live chat, conduct polls or surveys, or use social listening.

User-generated content is yet another powerful way of initiating meaningful dialogue with your customers. Many of them find it significantly more influential than branded content.

2.   Collect data from existing clients

Having more information about your customers will enable you to tailor promotions and content more effectively. Useful information to have includes:

• Demographics like age and location
• Frequently Asked Questions
• Complaints that crop up often
• The reasons they visit your website
• Which pages customers visit more often
• Which pages have the higher dropout rates

3.   Respond personally to positive and negative reviews

Customer reviews are valuable, so you should respond personally to them. This will demonstrate your commitment to providing your customers with a positive customer experience. It will build trust and humanise your brand. Remember that an astonishing 90% of consumers attest that customer reviews directly influence their purchasing decisions.

4.   Analyse feedback from customer service

Any feedback from customers is valuable, and a careful analysis of it will give you crucial information. There are countless ways to generate feedback, such as…

• Including a feedback box on your website
• Posting a survey link on social media
• Offering rewards or incentives to encourage feedback
• Using the Stories function on Instagram
• Requesting suggestions about improving CX on your order confirmation page
• Creating an online forum
• Sending out email surveys or questionnaires.
• Incorporating a popup box asking customers why they abandoned their carts

Live chat data and transcripts are also great sources of customer insight, as this is where consumers are most likely to ask pre-purchase questions. For example, if you’re getting the same question often, that’s a clear indication that your website or marketing content isn’t giving potential buyers the information they want.

5.   Follow your customers across several social media platforms

Having an account on a large number of social media platforms is crucial for any business, especially if your target market covers several different age ranges or demographics. (Pet owners, for instance, may be virtually any age.)

Social media is probably the best way for businesses to get to know and interact with their customers. These platforms can provide vital insights on what customers like, what they care about, and what they’re buying.

Used well, they significantly increase the level of communication between a business and its customers. They’re also great for getting referrals from happy customers, are veritable goldmines of sales leads, and can greatly increase traffic to your website. It’s up to you to start the conversation though!

6.   Host an event or an ‘experience’

Experiential marketing can be very rewarding in getting to know your customers.

Hosting a brand event or creating an enjoyable physical or virtual experience will enable you to share your brand value with your customers in a personal way that transcends metrics and stats.

7. Closely tailor all your deals, incentives, and discounts to your customers

Did you know that 87% of Americans are willing to have details of their activity tracked in exchange for more personalized rewards and brand experiences? Now you do!

By offering your customers tailored promotions you will foster brand loyalty which, in turn, will give you the opportunity to get to know them better.

8. Initiate a mobile loyalty scheme

Initiating a customer loyalty scheme opens an effective door to communicating with your customers on a regular basis. It’s also a powerful way of boosting your customer retention rates.

And there is a further notable incentive to establish loyalty schemes. An impressive 83% of customers report that a loyalty programme will make it more likely for them to keep on supporting a particular brand. An added benefit is the significant amount of customer insight that a loyalty scheme generates.

In conclusion

Knowing your customers helps you understand their needs, which enables you to give them exceptional, personalised service every time. The result? Happy customers who bring you repeat business, and tell their friends about you too!