Can you answer these 5 questions about your customers?
Listen to this:
61% of customers say they would switch to a new brand after just one bad experience.1
73% of customers expect companies to understand their unique needs and expectations.2
And increasing customer retention rates by just 5% can increase profits from between 25% and 95%.3
* * *
We live in a time where customers have many, many options. On a scale of 1-10, how well do you know your customer?
I’ve found that your answers to these 5 questions are the best indicator of whether you really know them:
What/Who influences my customer?
What motivates or matters most to my customer?
What are the challenges or difficulties my customer faces?
What are my customer’s concerns and dealbreakers?
What specific outcomes or benefits does my customer expect?
Go beyond surface-level demographics and really get to know your customers on a personal level. The usability of your product is important but it is the behavioral insights that help deliver a great experience.
Use the answers to the 5 questions to inform design decisions, foster empathy, drive innovation, and improve the overall user experience.
Don’t make assumptions.
Talk to your customers. Find out if your understanding is correct.
And stay connected, as your customer is always evolving.
In the words of John Russell, President of Harley Davidson, “The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing.”
Favorite Quote and Photo of the Week
"You can’t fix a problem you don’t understand."
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Until next week,
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