Understanding your customer

One of the key challenges that our clients are facing, whether an SME or a large Government Agency, is understanding their customer’s requirements and providing services or products that are innovative, market competitive and sustainable for future growth.

It appears to be simple however that are endless assumptions being made on the customer front and when budgets will be under further scrutiny and workforces needing to be optimised, now is the time to consider your client’s needs.

The word “customer” is often misunderstood and it is important to start with educating your workforce on who your customer is. This could be both internal and external stakeholders within your teams, operations or business however by taking the time to include all your people in these strategic conversations will allow a shift of focus back to customers and how they engage and how they can improve.

Your client will absolutely appreciate your investment back into understanding their business and how you can make a difference. Being authentic with your client will build the partnerships that will sustain the challenges that we are all facing with the pandemic and our economy.

Some of our tips for understanding your customer needs are:

• Listening to your front line staff

Your front-line staff are the key to have a depth of knowledge of your customer including their history, their requirements and also how the view your product or service offering. This is your opportunity to not only engage with your people by listening to their feedback and also suggestions but also to consider how you can improve or refine based on their intel.

• Analysing your data

Spending the time to review any customer feedback, SEO analytics and even your employee survey results will ensure that you view your customer with true unconscious bias. Taking into consideration demographics, analytics will help you shape your brand for the future.

• Listening to your Customer

Taking the time to listen to your customer to truly understand their needs and their requirements which will help shape your communication with them. This will amplify your commitment and investment into their success as you move forward.

• Your customer’s experience

Understanding your customer’s experience at every touch point to ensure not only consistency of your brand but also using this information to improve your service and the overall engagement.

• Economies of scale

As you build your offering whether it is a service or a product, it is critical to consider economies of scale to ensure not only profitability but to also ensure most importantly that you deliver and exceed your client’s expectations.

• Adapting to change

As you digest all of your client’s needs, it is critical not to be fearful of changing and adapting to their needs so that you are well-positioned to respond and to provide additional value at all times.

• Innovation

Always looking to innovate your customer needs whether through technology, products or service will ensure you move forward with them in a strategic partnership. Currently, most customers complain that their relationships either internally or externally are tactical and are not meeting their needs.

By being customer-focused, you will be able to adapt more readily to their needs and market shifts to set you up for success in the future.

Kris Grant, CEO, ASPL Group