{"id":4369,"date":"2021-11-09T07:28:13","date_gmt":"2021-11-09T07:28:13","guid":{"rendered":"https:\/\/www.britopian.com\/?p=4369"},"modified":"2023-10-07T23:03:26","modified_gmt":"2023-10-07T23:03:26","slug":"customer-needs","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/data\/customer-needs\/","title":{"rendered":"How to Align Your Brand Strategy to Unmet Customer Needs"},"content":{"rendered":"
According to PwC<\/a>, 26% of consumers stopped using or buying a product in 2021 for various reasons, most likely because of a negative customer experience. On the other hand, 82% of consumers would be open to sharing personal data with brands in exchange for a better customer experience. So, it’s a win-win for brands that can meet customer needs and provide a positive customer experience.<\/p>\n\n\n\n Meeting customer needs is like trying to guess what is relevant and what isn’t to a group of people that you don’t know. For example, when I was in the market to refinance my home a few years ago, I was targeted by advertisers in my Gmail, Facebook, Instagram, Google search results, and more. The ads followed me everywhere.<\/p>\n\n\n\n I noticed every billboard, commercial, podcast, and radio ad. I overheard conversations in the grocery store, the office, and other public places when “refinance” was used. Off the top of my head, I could tell you the interest rate of every bank and credit union for a 30-year fixed mortgage.<\/p>\n\n\n\n This was my need. I needed to find the best interest rate possible for my current situation. Interestingly, the minute I closed escrow on my refinance, I stopped noticing the ads, conversations, billboards, etc. The reality is that they were still there, but the “refinance” messaging did not meet my needs any longer. It was no longer relevant.<\/p>\n\n\n\n They say that the customer is always right. Not sure I agree with that, but let’s go with it for this post. Marketers need to understand what customers want and quickly respond to their needs. With big data becoming more readily available, there are now more ways than ever for a brand to acquire customer feedback and use it to improve the customer experience and products they introduce into the market.<\/p>\n\n\n\n It’s no secret that meeting customer needs should be the primary focus of any marketing or corporate communications strategy<\/a>. However, understanding those needs can be difficult because they constantly change. And as soon as you think you’ve figured them out, they change again. Therefore, consumer brands, B2B, and technology firms must continue innovating because meeting customer needs must be a priority.<\/p>\n\n\n\n Customer needs are the psychological, emotional, and physical motivations that encourage a customer to take action and buy a product or service. That “reason to believe” or customer need becomes the reason for purchasing.<\/p>\n\n\n\n For example, a customer’s need develops once a decision is made to purchase a new vehicle. Perhaps the existing car has ongoing engine trouble and is becoming too expensive to fix every six months. Gas prices might be a factor. Or, maybe a teenager at home just got their license. Whatever the reason, the customer needs is buy a new car. The car type, make, model, color, used, unique, and leasing options will determine how customers satisfy their needs. It’s up to companies and brands to uncover the customer’s unmet needs and reach them with relevant content, messaging, and ads.<\/p>\n\n\n\n Brands must understand what their customers want and stay ahead of the competition. This can be done through a market analysis, which involves collecting audience data about potential and current customers. Once a business has this data, it can use insights to inform brand messaging or product development. This is crucial in meeting customers’ unmet needs and maintaining long-term business growth.<\/p>\n\n\n\n When brands don’t understand their customers’ needs, they risk losing them to a competitor. By understanding customer needs, they can develop a product or service that meets those needs to differentiate themselves from their competitors. Businesses must understand what customers expect from the brands they buy from. The first step of this process is identifying customer needs.<\/p>\n\n\n\n A customer needs analysis is a process used to identify and document the actions required to improve a product or service from the customer’s perspective. This analysis ensures that the final product, service, or customer experience<\/a> will meet customer needs.<\/p>\n\n\n\n Most brands use a customer needs analysis at some stage in product development. Still, it is also helpful in other areas, such as market analysis, sales, and customer service.<\/p>\n\n\n\n There are several ways that brands can conduct a customer needs analysis. This includes primary research, surveys, interviews, focus groups, and customer feedback.<\/p>\n\n\n\n Once the data is collected, it is essential to analyze it and identify patterns and trends of what customers want, expect, and why they purchase. This will provide actionable insights for marketers to make data-driven decisions about what products or services to offer and how to market them to various audiences.<\/p>\n\n\n\n The most crucial part of identifying customer needs is acting on the findings. B2B brands need to implement these changes to create value and meet the needs of their customers, however minor they may be. This might involve product innovation, changing how they price their products or services, or altering their digital marketing strategy.<\/p>\n\n\n\n Customer feedback is a crucial part of understanding customer needs. It allows brands to get direct feedback about what they like and don’t like, media preferences, unique interests, and characteristics. By collecting feedback, brands can better understand how to serve their customers and meet and exceed their needs and expectations.<\/p>\n\n\n\n There are many ways businesses can use customer feedback to uncover unmet needs. Here are some of the most common methods used to collect customer insights:<\/p>\n\n\n\n Identifying customer needs should be the foundation of your marketing approach. So, it’s essential to understand what makes your customers tick. If you can identify your customer’s needs, you’ll be better equipped to convert them into paying customers.<\/p>\n\n\n\n Many of these will be familiar if you have read Maslow’s Hierarchy of Needs<\/a>.<\/p>\n\n\n\n Any brand or business that can identify customer needs and map its marketing strategies to the customer journey will be destined to see long-term success and growth.<\/p>\n\n\n\n Successfully responding to customer needs requires a thoughtful strategy and concerted effort. Here are some best practices for companies seeking to understand and address their customers’ priorities deeply:<\/p>\n\n\n\n Authenticity is critical – customers can instantly detect insincerity. Every customer touchpoint should focus on developing genuine connections, from sales calls to social media engagement. Avoid scripted language and corporate-speak. Instead, communicate in a real, human way that demonstrates true interest in customers’ perspectives.<\/p>\n\n\n\n Sincere listening is the foundation. Let customers share without interrupting. Ask thoughtful follow-up questions that show care for their unique situation. Validate emotions expressed even when unable to offer immediate solutions. Companies reinforce their commitment to customers’ best interests by leading with empathy and compassion.<\/p>\n\n\n\n Listening is an art – when done well, customers feel heard and understood. Set aside assumptions and fully concentrate on customers’ words, needs, and body language. Reflect on key points to confirm understanding. Capture feedback through surveys, interviews, and other tools to quantify insights.<\/p>\n\n\n\n Listen even when the feedback may be critical or uncomfortable. Remaining open-minded rather than defensive demonstrates respect. Collective listening across functions and departments provides a holistic view of pain points. Absorbing customer perspectives guides more relevant product and service enhancements.<\/p>\n\n\n\n Customers value speedy resolution to inquiries. Establish processes and prepare staff to handle various issues efficiently. Empower representatives to make judgment calls to solve problems on the spot when feasible. For more complex matters, lay out next steps and timeline expectations upfront.<\/p>\n\n\n\n Technology can assist with rapid response – use chatbots, help ticketing systems, and call\/email routing to quickly connect customers with the right agent. Monitor and optimize response metrics like time-to-resolution. Prompt, thoughtful, complete responses reinforce a customer-first commitment.<\/p>\n\n\n\n Regularly adapt offerings to align with customers’ changing needs and preferences. Use feedback to identify areas for innovation and features that may be underutilized. Willingness to adjust rather than rigid adherence to the status quo is key.<\/p>\n\n\n\n Balance flexibility with avoiding over-customization that increases complexity and costs. Focus on modifications that solve high-priority needs first. Champion agility throughout organizational culture, processes, and systems to respond rapidly. Frame flexibility as an ongoing partnership with customers throughout evolving journeys.<\/p>\n\n\n\n Providing tailored solutions demonstrates a deep understanding of customers’ unique situations. Avoid one-size-fits-all approaches – recognize each customer has specific struggles needing customized resolution. Offer a mix of general suggestions along with ideas personalized to their needs.<\/p>\n\n\n\n Back solutions with expertise and evidence on why the approach can work. Provide implementation support rather than just ideas. Focus solutions on helping customers achieve their goals versus pushing products. Blend education, advice, and instruction to equip customers to address issues now and in the future.<\/p>\n\n\n\n Consumers today are not shy about telling the world which products they plan on buying or have just purchased. Even if you don’t have a social listening platform<\/a>, you can do a native search for keywords like “going to buy,” “just bought,” or “thinking about getting a” coupled with a product name, and you would be surprised at what you’d find.<\/p>\n\n\n\n Twitter is great for starting your search because the platform is conversational. You can understand what people say about a product, service, or brand.<\/p>\n\n\n\n The product life cycle is a model that illustrates when a product is brought to the market and introduced to consumers until it either goes away, innovates, or pivots into something new. It’s broken down into four stages\u2014introduction, growth, maturity, and decline.<\/p>\n\n\nWhat are Customer Needs?<\/h2>\n\n\n\n
Why Does a Business Need to Understand Customer Needs?<\/h3>\n\n\n\n
What is a Customer Needs Analysis?<\/strong><\/h2>\n\n\n\n
How to do a Customer Needs Analysis & Why is it Important?<\/strong><\/h3>\n\n\n\n
How to Use Customer Feedback to Uncover Unmet Needs<\/strong><\/h3>\n\n\n\n
\n
Understanding the Common Types of Customer Needs<\/h3>\n\n\n\n
\n
How to Respond to Customer Needs<\/h2>\n\n\n\n
Strategy<\/th> Description<\/th><\/tr><\/thead> Be sincere<\/strong><\/td> Be genuine in interactions with customers.<\/td><\/tr> Listen<\/strong><\/td> Ensure you listen and consider customer needs.<\/td><\/tr> Respond quickly<\/strong><\/td> Be responsive to customer questions and concerns.<\/td><\/tr> Be flexible<\/strong><\/td> Be flexible in meeting customer needs and preferences.<\/td><\/tr> Offer solutions<\/strong><\/td> Offer solutions that solve customer problems.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n Foster Sincerity in All Interactions<\/h3>\n\n\n\n
Make Listening a Priority<\/h3>\n\n\n\n
Respond Rapidly and Effectively<\/h3>\n\n\n\n
Remain Flexible to Evolving Needs<\/h3>\n\n\n\n
Deliver Valuable Solutions<\/h3>\n\n\n\n
Using Intent-based Social Conversation to Find Customer Needs<\/h2>\n\n\n\n
Innovate Your Product Lifecycle Using a Customer Needs Analysis<\/h3>\n\n\n\n