7 Techniques to Understand Your Customers

Thursday, April 5th, 2012

A prior blog post called Customer Satisfaction Tip: Understand Your Customer reviewed why it was important to understand your customer and what it really meant to understand. Three company examples were included, IBM, Cisco and Apple. This post covers seven techniques and best practices to understand your customers, theirs needs, wants, wishes, complaints, concerns, and the terminology they use.

Customers buy your product or service with the expectation that it will solve a problem they have. If you don’t understand your customer, you may miss the problem they are really trying to solve. If you cannot understand why your customer has acquired your product or service, you may talk to them in an unfamiliar language. You may not understand their problem. And you may make policy decisions that are inappropriate for the market you serve. You may service your product incorrectly. You may sell to the wrong audience with expectations you don’t satisfy. The effect of these misunderstandings or poor policies or service will be customer dissatisfaction, negative word of mouth and loss of brand image, resulting in lower sales.

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