3 Effective Ways To Identify And Meet Customer Needs
Nowadays, most companies focus exclusively on innovations and fail to align their brand with the ever-growing customer needs. Well, that’s not the wisest choice to take for your business, especially since customer-centric companies are nearly 60% more profitable than businesses that don’t focus on their clients as much.
Having a customer-focused business can make you understand your clients’ needs better and help you align your products and services to create significant value for them because you can’t persuade customers to come and spend with your brand if you don’t know what they’re looking for in the first place. For that reason, identifying and meeting customer needs should be the number one priority of every company that tends to build a solid customer base.
Types Of Customer Needs
Generally, all customer needs can be classified on the basis of customers of the market demographics. Nevertheless, customer needs and wants can be branched under two distinct verticals:
Product needs are commonly associated with and around the product of your company. Therefore, if your product matches your customers’ needs, they become potential purchasers of your product and vice-versa.
The main attributes of product needs always start with the product’s price, as clients typically set their budgets before any product purchase. Also, clients look for features in the product that would potentially solve their problem and account for its reliability while using the product. Lastly, the product must be effective in streamlining the process to save time while using it.
On the other hand, service needs relate to the emotional needs of the clients. Therefore, being able to cater to customer service needs can offer your company a competitive edge and set a good example for rival brands to follow.
First of all, you should focus on the empathy part of your customer service efforts as clients tend to stick with companies that serve them with an empathetic attitude. Moreover, modern-day clients always look for clarity because they want to receive transparent information from the brand related to pricing, refund policies, shipping options, etc. Last but not least, your customers need solid bases of information from the point of initial interaction until the end.
To address this, you should create FAQ online page on your website to help your clients get answers to common questions about your products and services in a convenient way. Other than a FAQ page, you might also want to have a good knowledge base, post-how-to videos on social media to educate your customers about your offerings, and so on.
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3 Effective Ways To Meet Customer Needs
Always Deliver Outstanding Customer Support
Good product quality is not always the only thing customers look for. Besides that, clients prefer businesses that offer real-time customer support, so make sure that your support department is always focused on delivering an outstanding service experience.
In fact, over 60% of clients believe that valuing their time is essential in any online customer support experience, so resolving their issues faster is the cornerstone of delivering outstanding customer support. Bottom line, to enhance your customer support quality, you need to provide real-time support, use live assistance solutions like co-browsing or video chat, and automate your customer support efforts by deploying a chatbot to engage with your clients 24/7.
Map The Customer Journey
Another fantastic way to meet customer needs is by acknowledging the different customer touchpoints and how your clients interact with your company across these contact points. Map out the customer journey to better visualize the process they go through when engaging with your products or services.
Customer journey maps involve multiple phases and touchpoints, right from being prospects to being loyal customers. This process helps businesses streamline fragmented efforts and discern points of friction and opportunities for improvement.
Measure Customer Satisfaction At All Times
To meet customer needs and demands, you have to know how happy and content they are with your overall business, and to achieve this; you need to measure customer satisfaction at all times. To do this, selecting adequate communication channels and customer satisfaction metrics is essential.
The crucial KPIs you should regularly measure are customer satisfaction score, or CSAT, net promoter score, or NPS, and customer effort score, or CES. These key performance indicators can help you measure your company’s performance and monitor and analyze customers’ satisfaction levels in the overall customer journey.
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Bottom line, having good knowledge of what your customers want and need will help you add constructive value to your business, level up your company’s overall brand recognition, and give your business a competitive advantage to stay ahead in the market.
Dave is a serial entrepreneur who co-founded Shortlist in 2018, a marketing un-agency that serves as an outsourced dedicated marketing team. He has also co-founded Less.churn, a churn reduction app, prior to selling it in 2018. In 2012, he quit his job to travel the world, and has visited over 65 countries.