Be Different or be dead

February 3, 2015

3 simple steps that will improve your understanding of people

Source: Pexels

3 simple steps that will improve your understanding of people.

A continuous process of learning about customers is a core competency that remarkable organizations have; the periodic study process of market research is simply not good enough.

These 3 steps will deepen the understanding you have of your customers and will move you ahead of the pack.

1. Deep segmentation

Define as many different customer segments as you can. Obviously the more segments the more you will know about each individual in the segment.
The objective is to learn about the unique fingerprint of each individual person as opposed to studying the ‘average’customer in a mass market group.

There is no such thing as an average customer. If you think there is, you haven’t segmented deep enough. Keep segmenting until you get as close to a segment of 1 as is practically possible.

2. Ask the customer

On a regular basis (actually every time you contact a customer) ask questions that will give you a better insight into the individual.
Every time your organization ‘touches’ a customer you have a strategic opportunity to learn something about them that you can put to good use: top-line revenue generation or loyalty-building.

Actively listen to what they say. Pay your managers on their ability to contribute toward the organization’s repertoire of customer knowledge - revise your compensation plan to reward this behavior.

3. Understand customer behaviour

Track and study how your customers use your products and services. Actual usage will help you understand the value they receive.
Product and services that tend to be bought together and in specific combinations will also be evident. Use this information to develop predictive purchase models to aid your marketing efforts.

Work on all three fronts and take your marketing efforts to remarkable levels.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 2.3.15 at 01:00 pm by Roy Osing
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