Understanding Your Customer: 3 Things To Start Thinking About
If you can work to understand your customer base, and what they want from you as a business, then you will see your profit margin increase. If you’re not sure how to make this happen, then here are three points to consider and discuss with your team. You will find it is easier to understand once you get started.
Conduct market research
If you manage to conduct some effective market and industry research, then this will help provide you with crucial information and analytical data that could help your business plan for the future. Market research can help save you and your business from making costly mistakes in both the short term and long term but will be even more important for new businesses looking to get started.
This is why you should be conducting market research at all stages of a business’s life cycle. The moment you stop looking at what people want and what changes are coming to the industry, then that could be the moment you start to fall behind compared to your competitors.
Build a customer avatar
One of the most effective ways in which you can learn more about your customers and potential future customers is to build a customer avatar. This is essentially referring to you constructing the idea of what your ideal customer is. Once you have a better idea of what they look like and what they’re about, then you can start to build more of a relationship with them, and work to bring the products and services that they will want.
Avatars are far from bringing a simple age demographic, you will need to work to look at their actual underlying personality, as well as their fears and desires. Elevate Digital’s avatar guide is a great place to start if you’re not sure, with plenty of good advice and tips from industry experts.
The last thing you want to do is create a perfect product, but aim it at the wrong people. Early impressions for products count, and if you’ve had a slow start, it could be hard to climb back up to the top.
Consider your direct and indirect competitors
Another way to understand your customers is to look at your competitors. Depending on your business and industry, your competitors could come in a variety of different shapes and sizes, but all will be worth looking at. If you see what they are doing well, and importantly what they are not doing well, then you will be able to take lessons from them without having to pay the price.
Indeed, your indirect competitors could give you examples of what’s to come when industry changes eventually reach you. For example, an airline may want to look at other long-distance transports to see how they are getting to their business in the first place and find what they can do to make the experience easier. In some cases, this would be why businesses partner up, to benefit each other.