Gather Customer Feedback to Know Your Customer Better
A great way to know your customer better is to gather customer feedback by listening to your customers. There are many benefits to gathering customer feedback including the following.
- You learn what they need, when they need it, and at what point in the journey they need it.
- You don’t have to be a great marketing and sales copywriter. Gather customer feedback. Learn what they say are their problems, pains, obstacles, fears, and dreams. Then you can write and speak messages you know will connect with your customers by simply repeating their words back to them. No guess work is involved.
- You discover what your customers like, and don’t like, about your business. Then you can identify problems that may be turning customers away. With that knowledge you can make changes to improve your ability to serve them better.
- The better you understand your customers, the better you can write emails that will interest and resonate with your customers.
Below are some great tips from top experts about the value of gathering customer feedback to know your customer and tips on how to know your customer better by listening to your customer.
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Gather Customer Feedback to Know Your Customer Better – Quotes
I think it comes down to two things: listen and pay attention. In the book we call those being ‘eyes up and ears open’.
– Dustin Klein (Author, Speaker, and Publisher & VP of Operations at Smart Business Network Inc.)
It really comes down to listening to them. Listening to customers, especially too in terms of mapping their journey is a great time to figure out what they need and when they need it and at what point in their journey do they need it.
– Annette Franz (Employee & Customer Experience Expert)
I’ve never come across a customer who would not give 45 minutes and just tell you everything that they did. To do messaging, you have to go back to say: what is that value equation that that customer defines? What is the outcome? It’s not buying a pen, it’s actually being able to make a note. What is the outcome the buyer seeks? How does the buyer perceive how you fit into that value equation? They will tell you and messaging is nothing more than parroting it back to the market.
– Christine Crandell (Customer Alignment Consultant, Speaker, and Blogger)
How to Understand Customer Needs and Expectations
Take ratings and reviews seriously. For most business owners, this is their livelihood. They’re putting food on the table and so they need to take reviews seriously, whether they like them or not. They may hate the fact that it happens, but this is the way that ninety plus percent of consumers turn to ratings and reviews when they’re doing research about a business. Which is basically everyone at that point. So, they need to take it seriously, but they also need to avoid taking it personally at that same time. And give themselves whatever method they need to step back and reflect and be mindful about what this review is really about.
– Daniel Lemin (Reputation Management Expert and Author of Manipurated)
For the love of Pete, stop talking about yourself. It’s like going to a cocktail party and me walking up to you and saying, “Hey, I’m Drew McLellan and I’m about as awesome as I can get. If you have twenty minutes, I’d like to tell you more about how awesome I am.” Because we would just go, “I got to go to the bathroom.”
– Drew McLellan (Ad and Marketing Agency Owner, Coach, Author, and Speaker)
Try and understand who they really are as a person and understand their day to day problems, their day to day challenges. In their life, what gets in their way? What stops them achieving their goals? What are they sick and tired of? The more you can understand that, then the more you can send them emails that cover topics that they really care about and they like to open.
– Ian Brodie (Blogger, author of Email Persuasion, ever-hopeful Newcastle United fan)
Asking customers about their desired experience in the middle of a sensible realistic dialogue is still a very good move and still done by very few companies. They are still largely going away and researching the customer experience and then coming back to customers and saying, “Is this it?” Rather than in the middle of the dialogue saying, “How is this going? Is it working as you want?” and so on.
– Merlin Stone (Customer Management Consultant)
How to Identify Customers Needs and Expectations
One of the other things we do around building empathy is we have leaders call lost or lapsed customers, and we coach them. This isn’t a sales call. You’re not about trying to get the customer back. You just want to say we’re so sorry, what happened, and then be quiet. Let’s talk about your following up on lost customers because, if the customer leaves and you don’t follow up, it validates to them that they made a good decision in leaving.
– Jeanne Bliss (Pioneered Chief Customer Officer role, Author, Speaker, and Thought Leader)
The more that I can really get to know my clients and the more that I can reach out to them and just have real conversations with them. That’s where the magic happens.
– Jeannie Walters (Customer Experience Consultant and Speaker)
Gather Customer Feedback to Know Your Customer – Action Step
When is the last time YOU (not simply someone in your business) called up one of your potential, existing, or past customers and asked them for customer feedback? If it has been a while, or only with a couple customers, create a list of customers you can call and ask for customer feedback. Create a list of questions you would like to ask them to know your customer better and gain quality customer feedback. Then reach out and talk AND LISTEN TO at least five customers this week.
If you already gather quality customer feedback on a regular basis, you’re not off the hook. Listening to your customers is great, but what are you doing with that customer feedback? Once you know your customer better, what changes are you making within your business to serve your customers better?