On Monday, we discussed how important it is to create a culture of Brand Empathy with your customers. The first step in that process is, as you know, to figure out what consumer problems are. Only then can your company guide the conversation and present a solution to the problem. Even better, when customers feel like you care, they will be more likely to choose your product over your competitors’. To help you take a step in that direction, here are three ways to discover your customers’ biggest pain points:
Despite countless digital tools for measuring customer emotion and engagement, sometimes traditional research is the way to go. Asking customers to participate in a survey can be very effective in gaining consumer insight, and in most cases, they’re happy to help – especially if an incentive is offered to participants. To take it a step further, personal interviews via phone or email are incredibly useful – calling a customer by name and asking for their opinion is the best way to make them feel cared for.
The rise of social media has provided marketers with a wealth of insight into consumer mindsets. People feel free to voice unbiased opinions on social networks, and the quick, constant nature of communication invites honest response from customers – both happy and unhappy. Social media dialogue gives companies the chance to get to know their customers more intimately than ever before, and it provides companies with a quick and personal way to respond. That kind of conversation makes customers feel like their voices have been heard, and meanwhile, it helps businesses understand and then respond to their biggest concerns.
Your salesforce is a goldmine of untapped customer information. Though they may be preoccupied with goals and revenue, salespeople are usually aware of your customers’ biggest problems. With some guidance, they will be able to provide stories of customer dissatisfaction, or times the company has failed to meet customer needs. Because the salesperson is often the primary liaison between business and customer, they are often on the receiving end of every complaint, whether it’s sales related or not. Talk to your sales teams. Find out the biggest customer gripes, and brainstorm ways to address the problems. Salespeople might find it rewarding to contribute to revamping company culture, and their knowledge of your customer base will prove invaluable in developing Brand Empathy.
(Photo credit: @boetter)
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