How well do you know your customers?
To attract potential target customer and maintain your current customer base, it's essential for small business owners to know their customers - better than they know themselves. Large companies spend enormous amounts of capital and resources to gather data on their customers including names, gender, age, income, jobs, education, family status, hobbies, likes, dislikes, and more. If there is one thing small companies can, and should, do like the big guys, it’s getting to know their customers – inside and out.
But understanding our customers is only half the battle. The second part is to deliver what the customers want. This is a key driver in the success of any business, and once successful it will be mutually beneficial for both parties – the customer and the company. Here are a few tips for getting to know your customers that go beyond standard demographics.
Do not assume that what has worked in the past will work in the future, taking the approach of “if it’s not broke, don’t try to fix it.” To be creative and innovative, it requires small business owners to step away from their comfort zone and explore new and exciting approaches to customer relationships. So get to know your customers well and they’ll come back again and again.
Joe Immordino, MBA