Five Ways to Know Your Customer
Since the advent of the consumer age, one of the key pieces of advice for developing companies has been simply to ‘know your customer.’ While this might seem like sage wisdom, it’s actually quite a difficult concept to put into practice. What exactly does it mean to know one’s customer,and what benefits can be drawn by a more intimate knowledge of the motivations behind your customer’s interaction with your business? This article aims to simplify the process of knowing your customer in the digital age, providing five pieces of advice that’ll help you understand your customer which, in turn, will help you find more like-minded consumers to draw to your site.
Much has been made of the big data revolution in the past decade. By combining data bundles into larger chunks of metadata, digital systems and software can crunch the numbers in such away as to reveal valuable lessons about your consumers, how they got to your site, and what their digital footprint looks like.
You’ll have seen news stories about Google and Facebook’s attempts to utilize this kind of data to drive targeted advertising through their platforms. Your company can use big data in a slightly different way, though. By observing the fundamental traits of visitors to your site, and of those who perform a transaction with your company, you’ll know who to target advertising, content,and products towards in the future.
2. Reward Schemes
On the surface, reward schemes seem to be a method to encourage repeat custom to your site or store. The more a consumer interacts with your company, the better array of benefits they extract from this interaction. It’s presented as a win-win, and so it is -but you should also be aware of your ability to learn about your customers through this scheme.
By issuing some kind of rewards scheme – most of which are digitalized in the modern era -you’ll be able to track the spending of your repeat customers, analyzing what they choose to come back for. It’s a savvy and under-the-radar way to collect simple data on what individual customers are interested in – and it’ll help you recommend products to different customers in the future.
3. Search Analysis or Google Analytics
The majority of web users who find their way onto your website will have done so through the gateway of a search engine – ordinarily, Google. In order to direct web users to the places that they desire to go, Google uses a complex system of crawlers and algorithms to rank web pages by relevancy. It’s a remarkably successful method of showing consumers what they’re looking for.
To know your customer, you should consider the implications of ‘search and intent’ for your company. Search and intent remains an important foundation from which to consider marketing strategies, but also for considering the psychology behind the searches inputted by web users.
Perhaps web users are, for instance, searching for your brand or company name – in which case they’re already aware of what you do. They may instead search for your industry in your locale – for instance,‘DIY store Atlanta.’ Or, they might be searching for information related to what your company does; in the case of the DIY store, they might search ‘how to make a tree house.’ Analyzing the root cause of these searches – the intent – will bring you closer to understanding your customer.
4. Surveys,Quizzes or Polls
Perhaps the most efficient way of knowing your customer is simply to ask them questions. Questions regarding their interaction with your site, their preferences for products, or what you can do to improve their experience with your brand in general.
Many companies elect to issue these online surveys directly after the point of purchase, with the simple option for your customer to decline if they’re disinterested. Another successful method of conducting surveys of your customers is to attach them to emails. To add an incentive, offer a money-off voucher that your customer will earn on completion of the survey.
5. Work on the Customer Lifecycle
A customer lifecycle is essentially the length of time that your customer spends engaged with your brand. It goes beyond encouraging repeat custom through loyalty cards and reward schemes -your customer might simply follow your brand on social media, or check in with your site blog every now and then to check out your new products.
The longer the customer lifecycle, the more you’ll be able to peer into the behavior and spending habits of those who’re interested in interacting with your brand. Do everything you can to enhance and encourage a longer lifecycle for each and every customer in order to reap the data benefits of knowing your customer’s behavior well.
These five tips will all serve to guide you towards a deeper understanding of your customer, with which you can make more astute and informed plans for the future direction of your business.http://www.thetechnologylounge.com/five-ways-to-know-your-customer/Business Technology