The customer is always right! But is this really the case?
When we talk about “customercentricity,” customer centricity, most people think that we must always agree with the customer, putting them on a pedestal and granting any request.
In fact, the best way to help your client is definitely not to always agree with them. You must, instead, thoroughly understand what he needs and direct him in his best interest to the most suitable solution in his particular case.
But how to do it? Let’s find out what the term “customer centric” means and how to put the customer at the center through Market Intelligence.
People do not buy products or services; they buy transformations.
Let’s start with a fundamental concept that you need to know if you want to market and optimize your sales negotiations.
People do not buy a wrinkle cream for the ingredients inside, but to feel younger and appreciated by their partners (and make their friends envious).
Philip Kotler , a scholar and marketing expert, in fact said thatpeople do not buy a drill because they need the drill; people buy the drill because of the hole in the wall they can make because of the drill.
What does it mean? Just what we said! What you must always keep in mind is that people do not buy products and services but transformations.
The product or service you offer, then, in this sense, is only a means for your customer to satisfy a certain need or solve a certain problem.
But what does this have to do with the term “customer centric”?
In a scenario where the consumer is put at the center of a company’s communication and marketing, this concept becomes even more relevant because it serves as a beacon to all those entrepreneurs struggling with the study of their target audience.
Today, in fact, more than ever it is extremely important not to stop at only superficially knowing your client’s interests, needs and problems. You need to go deeper!
But how to do it?
Start with data and leverage Market Intelligence to become Customer Centric
You can find the solution in the data!
In the past, in fact, to understand the needs of one’s consumer it was necessary to do focus groups, interviews and surveys. These were all solutions that required entrepreneurs to invest a large amount of time and money and very often gave inaccurate and partial results.
Today, however, to understand the real interests of your target audience, you only need to observe and study online data, anonymously and in aggregate. How? Thanks to the software of Market Intelligence !
By studying Google searches, in fact, you can understand what are the most relevant needs, questions, doubts and concerns your customers have about a topic today.
You can then observe their behaviors on your website or those of your competitors (thanks to software from Web Analytics ), to understand what they are most interested in.
By then creating a long-term relationship with each individual customer through theuse of CRM, Customer Relationship Managementsystems, you can gather valuable information about their preferences and buying habits.
In addition to all these activities, however, there is another, known to few, that allows you to go even deeper!
To become Customer Centric you need Social Listening.
In particular, in order to understand the deepest motivations and goals of customers, we have a very powerful tool at our disposal: network listening, which is that activity that allows us to intercept everything that is posted online about any topic, brand or even a single person.
Read also “ Social listening: what it is and why you should listen to the network “
If you don’t want to read, you can watch our video on our Youtube channel – “ What is social listening: network listening explained “
Do you want to know why it is so powerful? Continue reading!
People share their shopping experiences online, writing what they think about products and services on social networks and through reviews.
By collecting and analyzing all this spontaneous information, companies can find out the main uses of their products, the reasons for choosing them, the strengths and even what they dislike about the experience they offer.
For this reason, there are often even comments from these analyses about factors that are considered marginal by the company, such as the quality of customer service, delivery methods, and the overall experience, which, on the other hand, are very relevant to the customer.
Conclusions
As you can see then, the information you can obtain is extremely powerful and allows you to unearth insights so precise that you can very accurately detail the opinions of your target audience.
The question is, how can you do Social Listening?
In fact, this activity is as powerful as it is complex. To carry it out, in fact, you need the following market intelligence tools and Big Data experts who are able to analyze this amount of data.
Now, therefore, the choice is yours. Do you want to find out what your customer thinks about you and your product, service so you can improve your offering? Or do you want to analyze the reviews your competitors receive to see what you can optimize?
If yes, don’t waste any more time! Contact us and become Customer Centric too through Market Intelligence and Social Listening!
