HOW TO ASK THE RIGHT QUESTIONS TO GAIN ACTIONABLE CUSTOMER INSIGHTS!

According to Tom Shapiro, CEO for Stratabeat, as a personal or company brand, you should be asking the following critical questions, which will deliver valuable digital customer experiences;

1. What problems are your clients trying to solve?

Start with segmentation to develop accurate customer personas, and to understand the personal characteristics and traits behind your audience. For instance, you can retrieve this type of information by creating a customer checklist on your landing page. The checklist can also direct your prospective clients to the right content and potential solutions they are looking for. By doing so, you will be able to develop the right client personas which are segmented into different characteristics.

Checklist questions you can ask for instance are as follows;

What websites do they visit?

How are they consuming information?

What are their goals?

According to Shapiro 50% or more of a persona should be focused on the customer’s goals and challenges, including being empathetic towards their needs. It also helps to name your persona, so that you develop more humanistic customer experience.

2. Documenting your data
It is essential to document the conversations you have with your prospective clients and audience to get a comprehensive overview of the “voice of your customer.”

How can you obtain the information?

You can obtain customer information through surveys and conversation marketing tools such as Messenger Chats, Chatbots, Live Chat Conversations, Social Listening including other sources. Additionally, you want to pay particular attention to, frequently asked questions and key customer conversation themes.

It is also important to maintain regular live in-person meetups with your network, community, or prospective clients. This will enable you to gain more insights rather than relying solely on analytical data.

According to Shapiro you can also access off-site surveys by working in partnership with other Entrepreneurs and Business Owners in your network that already has a higher audience number. In turn, this will enable you to gain more data and to scale survey participation at a faster rate.

3. Data and Analytics, the data that is also essential to obtain and review is first-time visitor data against returning visitor data. Including behavioural analytics to understand in-depth your visitor experience especially what motivated them to visit your website. This is more relevant and measurable data than the number of views insights.

4. Encourage Open Communication and Joint-Team Working (if applicable)
It is highly essential that your marketing, Sales and Customer Support Teams to maintain a regular open dialogue with your sales team, as a crucial part of gaining crucial customer experience information. Being aware of what the customer issues help to improve customer experience and also increase your customer retention rates.

To end, the more customers feel listened to empathetically, including you and your company being able to proactive address the issues they are experiencing the likelihood is that they can become lifetime valued customers who also help to spread the word of your business.