Some business owners are so completely sidetracked by numbers and figures that they neglect the most important thing of all and don’t get to know their customers.
Engagement runs deeper than you might think and getting to know your customers and clients and how and why they do what they do can help you to create a better product, a more effective set of services and a better user experience. You might be really good at the business side of things but how well do you know your industry, do you know the jargon, do you know what struggles your customers have, do you know what a vertical float switch is, do you know what Barbicide is? Okay, they’re very industry-specific terms but in your industry, do you know what you’re talking about? Knowing your customers means that you can stay competitive as well as grow and cultivate loyal clients who trust your know-how because you know the ins and outs of their hows and whys.
Empathy Complements Your Demographic Data
Demographics are useful, but they don’t fully define your audience. You need to develop and express empathy for your target audience, walk a mile in their shoes during every interaction and step, but go further. Get in their heads and find out what brought your client to where they are. What frustrations do they feel? What joys do they feel? You need to know who they are and what their story is as this will enable your content to engage people on much higher levels.
Get Honest Feedback
Remove any bias from your feedback and seek out genuine insight. Conversational questions will give you more info than you think, for example, try something like “What could we do better in your opinion and how?” It’s important to get specific with what you’re asking because it will enable you to get specific data and percentages which could be extremely useful in your business.
Make Good Use Of Behavioral Data
Google Analytics can survey your clients’ behavior and can help you to gain insight into what they don’t understand what they like and what they don’t like. Using tools like this, you can see where clients get stuck on your site, which means that you can use that information to create a more user-friendly experience.
Talk to Employees on the Front Line
If you don’t deal with clients and customers directly, then speak to the people who do and gather data from them. Your employees hold valuable insight into common questions and issues, and they also have the inside scoop on the unique areas that can often go overlooked.
Practice Active Social Listening
Active listening needs to extend to your client user experiences as well as just with your colleagues. You can practice active social listening by using social media platforms, which will give you further insight and engagement. You’ll be able to set up alerts to know when others talk about your brand online, see what trends people are talking about, and then capitalize on that.
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