How Do you Know What Your Customers Want

Well, by asking them of course.

As a small business, you interact with people on a daily basis.  Whether they’ve come into your store, made an online purchase, or just connected with you on social media.  All of these interactions are worth their weight in gold…well in today’s currency at least.  But they can be even more valuable, if you use them to help gain information that will allow you to attract and convert additional customers.

But what will they think?

Sometimes we have this irrational fear that asking our customers questions, like what kind of content do you find relevant and meaningful in your life will make us look less professional.  But think about it.  When was the last time a brand actually asked you what they could do for you? When our opinion is valued, it creates a stronger connection, an increase in loyalty.

How do you ask?

There are a number of different ways that you can ask questions of your customers.  All are great to an extent and certain ones will blow them away.  It’s up to you how you connect, and knowing your customers is a great way to understand the best ways to engage them.  IE do they prefer email or social media? Is face to face a viable option?

Conversation – Whether it’s face to face, in an email, or a social media post, simply striking up a one on one conversation with your customers can help you gain valuable information.  It’s my opinion that, while this might be the most simple form of interacting and gaining feedback, it’s also the most time consuming and yet it’s the most meaningful.

Social Media Polls – Simply create a post and ask people to vote for their favorite option.  You can suggest four types of additional content to offer, or even use photos to gauge what types of products people would like to see in your location.  These take less time from your customers and are easy ways for them to give their opinions.

Notation Stations – While I might have made up the term, dedicating space at the counter or point of sale where your employees can highlight the opportunity for customers to leave their thoughts in the form of little notes is a successful approach.  This enables you to capture their thoughts in the moment, rather than asking for more of their time later.

Feedback Cards and Surveys – something that you hand or email to your customers, asking them to give their opinions on how well you are serving their needs, if there are additional things that you can offer them or do for them, etc.

Customer Loyalty and Engagement Events – create a private and intimate setting, into which you can invite your current customers (and/or give them the option to bring a friend/potential customer), where they can engage with you and your team directly; all while feeling pampered, rewarded, etc.