Creating a truly powerful experience that turns skeptical leads into loyal customers is the secret to a brand’s success. However, this is no small task. It requires a concerted effort and an analytical approach based on accurate research. This research can help you predict the future needs of the market, and it can be conducted by using a variety of methods and strategies. So what are these methods?
Focus on problems, not products
Customers always have a problem that they need to solve, which is why it’s important to switch focus from a product-centered approach to a problem-centered approach. Once you redirect your marketing strategy towards solving needs and problems, you will be able to deliver a much more satisfying user experience, which ultimately transfers into better financial performance for your company.
This might seem like an obvious switch at first, but many companies never actually make the leap, to their great detriment. One example of this switch in strategies can be seen in the healthcare industry. Hospitals and other healthcare facilities have begun to focus on the patient experience, mapping out their journey through the hospital system, and taking note of any problems, pain points, and needs that the patients may have. This has led to a considerable increase in performance.
Pay attention to your current customer base and their needs
Your current customer base is a gold mine of information regarding your products and services. Make sure that you keep track of numerous metrics, take surveys and ask for customer feedback. By understanding your core base and what makes them tick in regards to your business and branding, you will gain the insights you need to build your business further. This strategy contrasts the mistake that companies often make of going outside of their customer base to do research, with some businesses even alienating their core in the process.
Offer free trials
One of the best ways to get a new product to the market, and (more importantly) gather feedback from your target market, is by offering a free trial. If you let your customers try your product before they buy it, you can gather a plethora of information regarding your sales cycle, your customer’s pain points, problems with your products and various other data points. It is also a viable strategy for when you go live with a product. Offering free trials generates trust, and it may be the most effective marketing tool for what you have to offer. A free offer can also be a great foundation for your marketing efforts, driving up the effectiveness of your adverts.
Open proper communication channel
The most important way to gather the information needed to develop a truly great customer experience is through feedback and surveys. This means that you have to open the proper channels, and make it very easy for customers to share their opinions. This can be done through online forums, post-use questionnaires, social media marketing, customer advisory boards and even telephone conversations. Gathering feedback will allow you to identify new avenues for innovation, and improve upon your services and products in order to expand your reach within the market.