“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.” – Donald Porter
Understanding your customer is the difference between a business that flourishes, and one that remains static and eventually fades away. At the core of every business transaction, every product sold, and every service rendered is a person. Knowing this person deeply and intimately gives you a competitive advantage.
When you truly understand your customer, you unlock the ability to anticipate their needs, create products or services that resonate with them, and communicate in a way that connects with them. This doesn’t just translate to more sales; it fosters loyalty, word-of-mouth referrals, and long-term business relationships.
Take Starbucks, for example. At its core, Starbucks could be seen as just another coffee shop in a saturated market. But what set them apart was their deep understanding of their customer base. They realized that their customers weren’t coming in just for a caffeine fix; they were seeking an experience, a haven away from the demands of work and home. This ‘third-place’ concept became integral to Starbucks’ business model. They tailored their store layouts, ambiance, and even staff training to foster this unique atmosphere. The result? A global brand with a fiercely loyal customer base.
It’s worth noting that knowing your customer isn’t a one-time activity. As society changes, so do our customers. They evolve, and their needs and desires shift. Regular market research, feedback loops, and active engagement become indispensable tools.
Action Step: Identify three ways you can learn more about your customers over the next month. It could be setting up a feedback form, initiating a social media poll, or even directly asking a few loyal customers about their preferences and pain points.
Remember, every interaction, every feedback, every critique is an opportunity for insight. By actively seeking out and understanding these insights, you can position your business for long-term success.
To learn more about understanding your customer, and how to connect with them in your marketing, be sure to check out our book of the week: “Magnetic Marketing” by Dan S. Kennedy.