No matter what kind of comms you do, you need to know your customer; who they are, what their goals and daily challenges are, and why they buy your product or use your service. Great customer insight leads to the right messaging and makes a bigger impact on your business.
You can only get this insight by listening to your customers and target audience, and there is a wealth of knowledge to be uncovered in your customer-facing teams. So, here are five ways to get to know your customers:
1. One to one interviews
Interviews are a great opportunity to gain an in-depth understanding of your customers’ challenges and goals. For example, we regularly interview customers to find out more about how they use Vuelio and what challenges they have that we could help them overcome.
2. Focus groups
Group sessions are great for testing out new ideas and finding out more about a specific set of problems. There are pros and cons to focus groups, but they work best when you select a group of customers from your ideal target segment, run them yourself and keep the conversation from your brand as neutral as possible.
3. Feedback surveys
Keep them short and sweet and always provide a free text box to let your customers get their gripes off their chest. NPS and customer satisfaction surveys are good for measuring the overall happiness of your clients and will help to uncover things you can address using comms.
4. CRM data
Everyone in an organisation uses a CRM to some extent. Here you’ll find a wealth of information and feedback from your customers and how they’ve interacted with your customer facing teams. What do they buy? Who are they? How much do they spend with you? Which competitors are they reviewing?
5. Social Media
Use a social media listening tool like Vuelio’s sister service Pulsar to discover what your customers are talking about, what issues are important to them, what brands they like and who influences them.
Get in touch to see how we can help you track the conversation and your campaign’s impact.