What are your customers’ pain points and frustrations? What are they looking for in a product or service that will make them happy? Do they wear wrinkled clothes?
At first glance this might seem like a silly question. But in some fashion circles, clothes that intentionally look wrinkled are popular — they’re actually made that way. And as any exhausted parent knows, we’ve sometimes put on a wrinkled shirt because we simply do not have the energy to press it. (If this sounds like you, Klinke Cleaners can get those wrinkles out!)
What we’re really talking about here is understanding our customers, and providing them with what they need. It’s something we strive to do every day at Klinke Cleaners, and it’s good business practice for every company and marketing team.
So, how can we better understand our customers? Here are three ways that will give you insights into their world …
Get Customer Feedback
In other words, talk with them. If you can’t speak with them directly, do an online survey, an email questionnaire or hire an outside agency to perform the research for you. Offering a reward, like a percentage off your products or services, is a nice incentive for customers to take the time to complete your survey. Taking on board and respecting the voice of the customer is key to your business.
Be the Expert
The more you know about your industry, the better you’ll understand your customer. Constant information gathering reveals trends in your industry, as well as pain points that can be solved. Blogs, articles and trade magazines are some of the ways that you can improve your expert status. Another way is to form a mastermind group with other businesses that do what you do. This can sometimes be a little tricky because you don’t want to share too much with a competitor. Many successful masterminds contain members from the same industry, but from different states — successfully removing the competition aspect from the equation.
Ask Probing Questions
This is similar to getting customer feedback, but it happens before you make the sale. Asking probing questions allows the customer to tell their story, giving you the opportunity to offer a customized solution based on their actual needs.
Do you have additional ways in which you get to know your customers? Feel free to share your thoughts in the comment section below!