Understanding Your Customer Base – Needs, Wants and Expectation

Simple Steps To Better Understanding Your Customers

Why is it important to get to know your customers needs and meet them? Do you understand your customers more than they understand you? Do you know how to motivate your customers to make a purchase? Businesses must better understand their customers if they want to deliver a better customer service.

It can be very difficult for large organization to understand the unique needs of every of their customers and what exactly it is they value most when interacting with their business.

What does it mean to understand your customers needs? The rise of social media has enabled organizations to interact with their customers in different ways and this advancement in technology has seen a number of advantages and disadvantages.

As a business owner and marketer, your job is to better know your customers so well that you can anticipate their needs and values. Remember that the market is constantly evolving and so should your marketing strategies.

Here, I will be sharing with you some practical steps to better understanding your customer base in this present business era.

Create a Customer Profile

Who are your customers? What do they look like? Creating your ideal customer profile help you to dig deep on who you want to do business with. You will be able to dive deep into what your customer might be thinking and their shopping lifestyle.

When creating your customer profile, ask yourself questions like;

• Who are the people most suitable for your products or services?
• What is their age and gender?
• How much would they be willing to pay for your products or services?
Where is their location?


Listening to your customers can help you know and understand them better.

Proactively contact your customers and ask them what matters to them in today’s economy. What do they need for support? What types of products and services do their consumers need and want?

Then listen to the answers. If you get wrapped up in selling your products for the sake of selling, your message will fall on deaf ears. Listening is another step in understanding your customers base.

Organizations must learn how to build a complete picture of their customers based on previous interactions so that their departments can work together to provide a complete service, and this can only be done by listening to them.

Utilize Big and Small Data

Another steps to better understanding your customer base is by making use of big and small data of your customers. If you’re not doing this already, you should constantly be mining your database for “likenesses”.

After you’ve done some great listening, marry up those customers with like needs and ideas and create a persona for that group. Do you have a number of customers who are located in the same geographic location? That could be another targeted group.

Look for similarities within your customer database and you’ll be able to develop different categories to specifically target.

Ask Them

There are some questions to ask if you want to get to know your customer base better, you have to ask them. There are many ways you can do that. You can use customer survey, call them by phone, online, even in store.

What do Your Customers Care About?

Understanding your customer’s most pressing needs is very crucial. Each person in your customer base has a specific need that must be disturbing them and are looking for ways they can meet that need.

They might be having problem with their health, starting a business or trying to pay back some debts they are owing. By understanding what your customers care about, you can start creating content to help find a solution to their problem.

Utilizing Market Research for your Business

Whether you are planning to release a new products or services, it is better you conduct market research to know more about your customer base. This will help you know whether your new products or services will be welcome by your market.

Ask around, conduct market survey, get feedback from your customers and answer any questions that may be thrown to you.

Identify their Preferred Method of Communication

Discovering a customer’s preferred method of communication is also another step to improving the consumer experience but not a remedy for any engagement issues that an organization might have.

Organizations must learn how to build a complete picture of their customers based on previous interactions so that their departments can work together to provide a complete service.

The same level of service must be provided to all customers through each channel whether it is email, SMS, phone or face-to-face and to do this there must be consistency throughout an organization.

Understanding your customer’s preferred method of communication is key to understanding what content can convert them more.

In conclusion, lack of building strong relationship with customer can make it difficult for businesses to better understand their customer base. Applying systems thinking to an organization will allow a business to evaluate what their customers value most when interacting with them and this will help them better understand their consumers needs, wants and expectations.

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