Every business person and anybody who offers any sort of product or service would like to be able to see into their clients' heads. Market research, group surveys, questionnaires and client behavior analysis – all this is aimed at only one thing, and that is understanding what clients want and what how to make a proposal that engages them. You are certainly also interested in what your clients want so that you are able to adjust your offer accordingly. Here are three not-so-frequently used methods of getting to know more about your customers and working out a profile of your ideal customer.
Analyzing business meetings and call recordings
A fairly typical, yet overlooked method of understanding how clients see your offers or customer service, is listening to how the client reacts to you or other workers in your company. Pay special attention to individual spontaneous expressions, negative and positive, which tell you in what specific situations your script does and doesn't work. However, as SalesForce advises, be aware of GDPR and always only record customers with their consent.
Qualitative survey
Big data, analyses and quantitative surveys are one thing. Another is sitting down with one of your clients and having an in-depth talk about their expectations, about what they like about your services and what they don't. The findigs you get using this method of course are not conclusive on their own, because the sample of people is too small. On the other hand, using this type of survey can discover facts and ideas that you can use as hypotheses to prove in other types of surveys.
Following trends in client communities
These days, people gather on the Internet around any and all topics you can possibly think of. As for the communities that gather on your Facebook profile or website, you should be an active member and you should communicate, explain and call for action as much as possible in those interactions. There are also general chats not directly linked to your specific products where customers exchange opinions on the product type or services you offer. Listen to the opinions of those users and work with the information you get this way.
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