“What isn’t simple about customer-centric companies?”
We were immediately intrigued by this question from Micah Solomon’s recent article in Forbes. In his response, Solomon lists a few of the sticky spots companies find themselves mired in—and perhaps failing to get out of—over and over again in their quests to serve the customer. One particular situation caught our attention: the complex task of updating your methods to match your intended customer experience. Here’s what Solomon says:
“Your well-intentioned reinforcement tools and processes can over time morph into reinforcements of rote behaviors. Behaviors that no longer suit your customers. Keeping your focus on the core concept and then changing how you apply it in your business’s particulars is tricky and can easily trip you up.”
Ouch. As a business owner, you intend to do the best you can for your customers and your company. However, over time, the systems you use start to age and fail, sometimes without you or your employees realizing it.
Take, for instance, your customer calls. Customer calls are your lifeline, but what do you really know about them? You’re probably tracking your marketing to find out what’s bringing in potential clients and giving you the best return on your investment, but did you know there’s so much more you can do with customer data?
Though “fixing the process” may seem like a daunting task, there are several concrete, simple steps you can take to lift your data to its maximum potential. Here are a few suggestions:
- Move your system beyond call counts. Did you recently run an ad in several locations that brought in a ton of leads, but that’s as much as you know? Segmenting calls by geographic area, city, state, and zip code can help you find out exactly where your current and potential customers live.
- Pair your geographic info with information that highlights customer history with your business—it’s imperative. This can include call frequency, other ad campaigns called, and even time spent talking to the customer. That way, you’ll be able to point to specific data that may alter your marketing strategy.
- Know the gender distribution of your callers. You may know that you had a great response with a series of out-of-home advertisements in hair salons and barber shops, but consider the possibilities if you knew that 75 percent of purchases came from male customers calling from two specific locations. You’d be able to target those locations with much more strategy—and confidence.
By gathering your customer data in a smart way, you’ll gain insight into your business, and you can increase the performance of targeted marketing that will benefit both your customers and your business.
We’d love to talk with you about how we can work together to uncomplicate the process for you, freeing you to develop and sustain a community with your customers. Get in touch today.