BRX Pro Tip: 3 Things to do to Better Understand Your Customers
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, what can we do to help us better understand our customers?
Lee Kantor: Here’s three things you can do to better understand your customers, but I think it’s important to realize that the reason why it’s important to better understand your customers is because that’s going to help you with your customer retention. And customer retention is critical for a healthy, growing business. You can’t afford to be burning and churning through customers. Especially our customers who are primarily in professional services, they need customers that stick around and that they have to figure out ways to make sure they are sticking around.
Lee Kantor: So, here’s three things you can do that’s going to improve your customer retention, but it really is focusing on knowing and understanding your customers better.
Lee Kantor: Number one, you got to ask. You got to get some feedback. You got to regularly collect feedback through surveys, reviews, interviews. You have to really get to know them and understand their needs, wants, and pain points. And those things change, so you can’t just think you’ve done this one time, you know, three years ago and then you’re good. Things have changed. Just think about your own life, things have changed dramatically over the last few years. So, you better be regularly collecting feedback from your customers to truly understand what their needs are today, not what they were, you know, three years ago when you met them.
Lee Kantor: The second thing you should be doing is to personalize their experience. Is there anything you can be doing to make your customers feel more valued and appreciated by tailoring your products and services and communications to their individual preferences? That’s the level of customer service people are expecting today. Everything is very customized and that’s their expectation, so you better figure out ways that you have these kind of customized solutions. It can’t be a one size fits all anymore. That’s very difficult in today’s world.
Lee Kantor: And lastly and so importantly, is, figure out ways to build community. You got to get beyond these transactional interactions and invest in building genuine relationships with your customers. And you got to figure out ways to help your customers grow. And a lot of that can happen if you can help your customers interact with your other customers. If there’s ways for them to work together, to learn together, a way for them to serve each other, those are all great things that you can be adding that can separate yourself from your competition to help differentiate your service from everybody else.
Lee Kantor: If they see that you are trying to build community and they’re part of it, they’re going to really resonate with that and they’re going to really want to help in ways that they can. So, if you can build community, that is a great way to help you with your customer retention and a great way to understand your clients better.
