Every business from plumbers to shoe shops and accountants to undertakers has at the core of their business the need to give customer satisfaction.
To be able to give customers what they want we must first understand what the customer thinks is important. This can be quality of products, quality of service or simply price. The key to finding out what you’re potential and existing customers want is through customer data, past purchases, age groups, method of enquiry and many other factors.
Obtaining data regarding potential customers and existing customers have some similarities including customer and market analysis. Analysing the customer data you have already through sales records will provide valuable information of your most popular product or service and areas in need of improvement allowing you to implement marketing strategies to new and existing customers.
You can also gain valuable information from undertaking a competitor analysis. Investigating your competitors to see what they are doing badly and improving on it as well as seeing the things they are doing better than yourselves and again improving will again aid toward giving your customers what they want.
With the emergence of the internet as an everyday tool it has become a buyers’ market. People now have access to more knowledge and more opportunities to buy making it more competitive in every field. Business owners were once the sole source of information on their specific sector and therefore the ability to grow and nurture a loyal customer was an easier task. Now the level of information at our finger tips has diminished that so our tactics at securing customer loyalty must also change.
Customer management is now a vital part of any business, we need to enhance the customers experience right from the initial contact through to the after sales service and generation of customer sales. To do this communication is vital and will lead to customer satisfaction and loyalty.
We have many ways of communicating with our customers including email, telephone, mobile phone, post, website content, social media and direct marketing tactics. The key to any of these methods succeeding is the information we put on it. Using the correct analysis and the resulting data we can communicate our offers, promotions and information specifically targeted to our customers wants.
The information available today can also play into the hands of the business owner. We are in the age of social media and electronic communication which provides a vast amount of personal information about your customers from age range, relationship status, geographic locations, likes & dislikes, favourite foods … the list is endless.
Using the various methods of communication available you can target specific markets with specific requirements. Targeted marketing will be more fruitful and provide a greater conversion rate as well as making the customer feel more secure in the decision to buy your service or product.
Giving customers what they want is the goal of every business and through analysis, information and communication your business can make the right decisions and give YOUR customers what they want.