When it comes to your customers, the more you know, the better you can serve them and improve your business. The people who patron your business aren’t some mystical entity; they’re real people, with whom you can make a connection. The idea is not that complicated! But the process of establishing that connection can be a little bewildering, especially if up until now you haven’t given it much thought. That’s why we’re here to help. Below, we take a look at five useful methods for demystifying your customers, and in turn better understanding your venture.

Engaging Social Media

Your business will already have social media channels (if it doesn’t, what are you waiting for? Get going!). But what is your approach to your Facebook, Twitter, and Instagram pages? Are they merely vehicles with which to promote your products or services, are they places to connect with your customers? You should be aiming for the latter. You can spread the news about your company, of course, but social media isn’t just an advertising platform: it’s primarily a space to connect people. Ask questions, give your customers a voice, and talk to them!

Asking For Feedback

Your conversations on social media are going to be informal. No-one’s going to give detailed feedback on their experience using your business; it’s not the right place for it. But that doesn’t mean that they won’t want to give you more feedback. You just have to ask using the right medium, which in this case would be email. After someone has used your service, you should follow up by asking them to complete a short survey. Your response rate isn’t going to be fantastic, but you will get some people who take the time to complete the form – and in business, every opinion is important!

Use Your Data

You have the potential to know a tremendous amount about your customers and website visitors. In fact, you have many of the answers to the questions you’d care to ask already, it’s just that they’re not accessible. But you can change that. Use an integrated email and visitor tracking service for your website, and you’ll be able to see the people who are visiting your site – and the products and services they’re looking at. Data has the power to push your company forward in new and exciting directions, as well as boost your sales, but it won’t unlock itself!

Face to Face

The best way to know your customers better is to simply…meet them face to face! Hosting a company event is a great way to celebrate your success, solidify your brand, and meet the people who class themselves as your customers. You’ll get a good understanding of the type of people who are interested in what you’re doing just by looking at who turns up!

If all else fails (but it won’t), you can always use the tried and tested method of understanding a demographic better: put yourself in their shoes. Seeing things from their perspective will nudge you in the right direction, always!