You understand that it is essential to use data to improve your business.
The correct feedback and insights will help you better serve your customers. This, in turn, will grow your audience and sales.
There is a problem.
What are the best methods to get customer insights that have an impact?
We are here to help. Here are a few ways we can establish and refine customer insights.
What are Customer Insights, Quickly
Let’s first confirm what Customer Insights is.
Customer insights are the rational thoughts that result from a combination of quantitative and qualitative data analysis and research.
For more information, read this blog about Customer Insights.
How to find customer insights
Statistics and studies are often dispersed in a world where data and information are shared like a boat in a stormy sea.
You must therefore be very careful in how you collect and use information. It’s like discovering that a national survey only included 50 respondents…not very reliable.
Let’s discuss authentic ways to discover customer insights.
Ask your customers directly
Asking someone what they are thinking may seem like an obvious way to discover their thoughts.
According to Kristin Smaby in her book “Being Human is Good Business,”
When customers tell their stories, they are not only sharing their pain points. “They’re teaching you how to improve your business, product, or service.”
What is a great example of an organization that uses feedback to improve the customer experience and increase sales?
Apple’s Customer Insights Increased Sales
Apple uses NPS surveys to improve its retail experience. A survey can be sent to someone who has purchased an Apple Watch or just made an appointment. This helps to assess the buyer and get insights from those who have not bought.
The customer is asked to rate the experience. Apple staff members will contact them personally if they score lower than 6. The store managers and Apple team members meet to discuss feedback and come up with solutions for any negative comments.
This strategy led to an additional $25 million in revenue per year.
Multiple formats are available for surveys. Surveys come in two main types:
Online Surveys
Online surveys using forms can be very effective. SurveyMonkey and Google Forms are two of the most popular platforms.
Phone Interviews or Personal Interviews
Talking voice-to-voice is sometimes the best choice because:
Use all five senses to interact.
Touch, taste, and smell can be experienced in person. It can be crucial for certain products. Do you have a new product in the food industry? Are you launching a new product line with different materials?
Control the environment
It is very helpful to place them in the store environment. You might want to find out how they use a particular product. You can take notes and observe the person in question when you give it to them.
Contact those who speak a second or less-digital language.
Digital literacy is lower among some groups, such as seniors. Online surveys can be a barrier for them. If English isn’t someone’s native language, it may make it more difficult for them to understand a survey.
In-person surveys have their own pros and cons. As you will need to pay for a place of meeting and someone to conduct the interview, they are usually more expensive. There are usually more costs involved in this process, including research. If the research is the right fit, it can help you make changes to your business and increase your revenue.
Analyze your existing customer base
Here are some valuable ways to evaluate your current customers at a deeper level.
Google Analytics
Google Analytics gives you a superpower.
You can segment your audience and break them down by demographics.
You can use it to understand your clients and boost sales.
Demographics
Discover the demographics and behavior of your clients. When it comes to the essentials, you can identify which segments convert best.
Gender
Age
Location
Behavior (New user vs. Returning user
Devices (If you find that most of your visitors use mobile devices, be sure to pay attention to the mobile-friendliness of your site and how it performs on different paths.
Understanding demographics is important. Targeting a female European aged 20 is different from persuading an American male aged 45. Well, that’s the norm!
Segments in the Market
In-market segments are aimed at a buyer in the market to buy. Courtney Cox, Atomic Design & Consulting, explains that “these segments tell us what our potential customers will be looking to buy in the near future.”
You can use this information to:
Placement of your advertisements
What is the best way to develop your buyer persona?
Affinity Interests
To increase awareness and to keep these buyers at the top, affinity interests are used.
You can define your target audience by segmenting by Affinity Interests. It takes into account the most recent searches like keywords and websites that have been visited, the interests of the consumer as well as their ongoing interests.
If you’re a dog food company that sells organic products, you might want to focus on the dogs and pets you have recently visited or other dog-related products.
What is the difference between this and in-market segments
In-market segments are for buyers who are at the bottom of a sales funnel, and at that stage, they’re more likely to be psychologically prepared to click “BUY.”
These Insights will help you:
Continue to evaluate and adjust your approach based on new insights
Copy that is targeted at each segment and addresses it strategically
Placements for QA
Facebook Audience Insights
Facebook is an excellent tool for gaining customer insights. Take the time to explore the platform’s backend and examine the various demographics, engagement data, and other tracked data.