Did you know that October 18th was Get To Know Your Customer Day? Running with the hashtag #GetToKnowYourCustomer we’re giving away a package of business development goodies worth $1600 to the lucky winner of our competition which goes live on 18th October 2018 and runs to November 15th that includes:
- 11 books ($395 value)
- 1 online course ($797 value) Designed and delivered by winners of the Sheffield Business School Inspirational Teacher Award Dr Simon Kelly and Dr Paul Johnston together with CEO of Shake Marketing and co-author of Value-ology Stacey Danheiser.
- 2 one-hour consultations ($400 value)
Check out this link for more Get To Know Your Customer
Knowing your customer relies on the art and science of making the perfect fit between what your customers are looking for and the product and service solutions you are offering. Now I find it hard to imagine that anyone in business these days isn’t customer centric. Ever since Philip Kotler published his article The Generic Concept of Marketing back in the 70s the idea that understanding customer needs is crucial to business success is virtually common sense.
That said not everyone is good at and not everyone cares. I’m always amazed at Gordon Ramsey’s TV programme Kitchen Nightmares where he rescues businesses from failure and 9 times out of the 10 they lack any understanding of what their customers need and how they feel about the service and food.
A few years back I worked for gambling company and the typical phrase in the buidling was about the ‘little old ladies who play our coin-op games’. The whole place ran on a myth. When proper customer research was done it was discovered that the key customer a young man, typically in a trade, single and who spent a lot of time socialising in pubs and bars. So, one of the big problems I have come across is the assumption that product designers sales and marketing know who the customer is but often a quick conversation in the company and what comes out is no one really knows. There are lots of anecdotes about typical customers and often who the customer really is (the biggest purchaser, what they really need) isn’t know.
For me there are three essential things when it comes to knowing your customer:
- the ability to anticipate what people in general will need in their lives in the medium to long term. What sort of fuels will they use? How will they learn? What will the new space science industries need?
- the ability to conduct large surveys that quantify trends
- the ability to conduct face to face interviews on an ongoing basis
Ultimately it’s about showing an interest and caring about what people want and willing to pay for. If you can make their lives easier or improve their business then you are on to winner.