5 Ways to Better Understand Your Customer

by Sachin


Good customer relationships are essential for long-term success and businesses would be wise to learn all they can about their customers’ needs and habits. From the most sophisticated new resources and latest trends to tried-and-true methods to build customer profiles, possessing greater understanding and superior insight into their clientele provides a host of advantages that no business can afford to ignore. New tools like data analytics, AI and revenue intelligence can provide businesses with the accurate and up-to-date information they need to improve customer interactions and boost sales.


1. Data Analytics, AI and Other Business Trends

Digital record-keeping can allow businesses to do far more than streamline their accounting practices. Data analytics involves creating, collating and assessing financial records and customer account information in order to identify emerging trends and patterns that might have otherwise gone unnoticed. Other tools like sophisticated AI applications may help organizations to glean even greater insight from the raw data contained within their records and past documents. The growing popularity of smart devices that automate the process of data generation and the increasing ease with which conventional documents can be digitized means that data analytics is a trend businesses can expect to see a whole lot more of in the days ahead.

2. Adopting New Sales Strategies and Marketing Techniques

Another way to better understand the habits and needs of a customer is to craft a promotional campaign that is more tightly focused on a specific group, type of customer or marketing demographic. Digital advertising can allow businesses to more easily connect with potential customers or future clients that are actively in search of their products or services. Targeting customers based on an existing profile or an established consumer trend means that any new business opportunities created will be more of a known commodity.

3.Brand, Image and Mission Statements

Passive marketing strategies may be just as effective as active marketing efforts in terms of attracting the types of customers who will be more easily understood. Crafting a professional image or maintaining a brand that resonates with specific customer populations, profiles or demographics can also be a very effective tool. Adopting a mission statement that is in-line with the attitude, mindset or outlook of their ideal customer can eliminate much of the guesswork regarding the needs and habits of a business’s clientele.

4.Revenue Intelligence and Customer Profiles

Focusing on intentions rather than assessing the actions that their clientele take is a common mistake, one that can make it much harder for an organization to develop and maintain a more accurate understanding of their customers. Putting too much stock into customer opinions often means that businesses may be unable to discern the reality of the situation. Building customer profiles of the insight provided by tools like revenue intelligence can make an important difference.


5. Surveys, Questionnaires, and Dialog

While the latest algorithms may be able to determine a great deal about customers and clients, they may not provide the complete picture. Soliciting information directly from customers and encouraging them to provide feedback regarding their needs, habits, and expectations is a simple and effective way to glean additional insights. While the data that customers may be willing to volunteer may be helpful for calibrating a profile or for outlining a trend, businesses may need to take this information with a grain of salt. Many customers remain unaware of the underlying habits and patterns that help to shape their business decisions and the details they provide may need to be vetted through an analytical process or with tools like revenue intelligence in order to ensure its validity.


Maintaining a Current Understanding

While a customer profile is a powerful tool, based marketing efforts or operational decisions on profiles that are out of date can often be worse than using no profile at all. Consumer habits and trends can often change very quickly and only current information may be able to provide businesses with the insight and level of understanding they require. In order to be as effective as possible, efforts to analyze data, assess consumer trends or to profile customers need to be maintained over the long term.

Businesses that fail to develop a better understanding of their customers rarely succeed. The latest profiling techniques and assessment tools can be a critical asset.


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