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.
Know your customers' needs
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 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:. Keep these things in mind as you personalize your customer survey with questions pertaining to your brand and product. Many marketers make the mistake of using generic demographics like age, profession, and location to develop their buyer personas.
Understanding customers is marketers’ most misunderstood mission
One way to dig deeper into customer preferences is to use the Acquisitions tab on Google Analytics to see which social media outlets, industry blogs and professional forums your site traffic comes from. Then, apply this information to your personas so you can find out where and when to reach them more effectively. Additionally, acquiring keyword data is a helpful way to discover the terms and descriptions that certain buyer personas use to describe your services.
To segment customers based on keyword searches, for example, use Google Webmaster Tools to create a list of common keywords that drive people to your site. Then, group the keywords into overarching themes and assign to different personas based on the data you have available. To put this language into action, incorporate these keywords across your website copy, content marketing efforts, and other online interactions.
Speaking the same language as your customers is a subtle way to make your current audience feel more welcomed.
From clicking on a link to reading through a web page, every customer action offers valuable insight into customer behavior. To determine how customers interact with your website, you can try a user behavior tracking tool. Tools like Google Analytics and Inspectlet are great tools for gathering insights such as time on page and bounce rate. Inspectlet can even provide short videos of users on your page in real time. If people had trouble navigating to a certain sales page, for example, adjust the interface to allow for a more user-friendly experience. Creating a plan for future customer engagement is just as important as creating a plan for the present.
This puts customer experience teams in the right frame of mind to respond to customers during stressful or challenging situations. Predictive modeling software mines existing customer data to identify cyclical patterns and trends that can inform decision making. To see how predictive modeling informs customer strategy, imagine you work for a SaaS company that wants to adjust its product roadmap to anticipate customer needs.
Understanding your most popular and most visited pages can also inform your content strategy, focusing on topics and formats that will best solve your audiences challenges. Draw trends across the most commonly-used features to determine why your customers liked them. Additionally, looking at market trends and analysis will give you a good idea of what other companies in your space have already accomplished, so you can devise new features that explore these areas. Julia Cupman of B2B International emphasis the importance of market research:.
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- Methods for Understanding Customer Needs!
The next section looks at how market research is used in product development — not only as insurance, but also as a tool to establish needs and to obtain intelligence on market potential. Finding time to study Is my English good enough? Change country. You'll find out why marketers now treat customers as partners in value creation, making it more important than ever to understand their needs and motivations.
As well as being introduced to the historical roots of everyday practices like shopping, you will learn about cutting-edge developments in how marketers approach customers such as behavioural economics, consumer culture theory and neuromarketing. You'll also address basic ideas about how organisational customers behave differently from consumers who purchase on behalf of themselves and their households, and what this means for marketing. You'll encounter classic psychological theories on decision making, involvement, learning, memory and perception, and discuss their continued relevance.
You'll develop digital and collaborative skills through blogging about aspects of your own consumer behaviour related to what you are learning, and comment on the blog posts of others. You'll discover how marketers have taken up models and approaches from social psychology and other disciplines to try and understand processes such as motivation, attitude formation, and how customers select and process persuasive messages.
Block 4: A meso and macro perspective on customers Your focus now widens to place buyers in their social and cultural settings. You'll learn to identify different groups including families and other social formations and their influence on consumption. This will hone your digital and collaborative skills, as well as giving you invaluable insight into the assessment process which you can take with you into future study.
Please note, this exercise necessitates unmoveable deadlines for submission of drafts and feedback within the block, so careful advance planning on your part is essential. You will submit your poster in its final version, accompanied by a written reflection, at the end of the block. What you'll learn in this block will increase your effectiveness at work by making you more aware of internal and external exchange relationships and how they relate to your role.
Relevant to students who work in, or plan to work in, marketing and marketing related jobs, in both commercial and non-profit organisations.
2. What Do Your Customers Care About
You will have an online tutor to help you with the study material and mark and comment on your tutor-marked assignment TMA , and to ask for advice and guidance. To support your study, there will be a series of online learning events one for each Block. These will take place in an online meeting room which is a synchronous online platform used to deliver tuition.
They provide an opportunity for you to engage with members of the module tutoring team and fellow students on a series of activities that will help you to consolidate your learning and prepare for module assessments. Contact us if you want to know more about study with The Open University before you register. While there are no formal pre-requisites for the module, it would help if you started it with a basic understanding of marketing. This might come either from your existing work experience or from the OU level 1 module An introduction to business and management B There may be extra costs on top of the tuition fee, such as a computer, travel to tutorials, set books and internet access.
If you're on a low income you might be eligible for help with some of these costs after your module has started. All credit is subject to status and proof that you can afford the repayments. If you feel you would be unable to obtain an OUSBA loan on your own due to credit history or affordability issues, OUSBA offers the option to apply for a joint loan application with a third party. For example, your husband, wife, partner, parent, sibling or friend.
Why Understanding Your Customers is the Only Marketing Strategy You Need
As additional affordability checks are required when processing joint loan applications, unfortunately, an instant decision cannot be given. On average the processing time for a joint loan application is five working days from receipt of the required documentation. Studying with The Open University can boost your employability. They also value the skills that students learn and can apply in the workplace. More than one in ten OU students are sponsored by their employer, and over 30, employers have used the OU to develop staff so far. You can pay part or all of your tuition fees upfront with a debit or credit card when you register for each module.
We know that sometimes you may want to combine payment options. A computing device with a browser and broadband internet access is required for this module. Any modern browser will be suitable for most computer activities. Functionality may be limited on mobile devices.