Key Principles For Truly Understanding Your Clients


Customer expectations are higher than ever, and customers are becoming more discerning. They compare the interactions you have with your brand with the simple, fast, and personal customer experiences of the best companies.

It is precisely these customer-focused companies that benefit from high customer loyalty and competitive advantages. 

Professional customer service that puts the customer’s well-being first is an excellent way for companies to differentiate themselves from the competition and build long-term relationships with their customers. 

 Authenticity, speed, and, above all, a personalized approach is the basic requirements for the success of your efforts in the area of ​​customer service.

There’s nothing better than a buyer persona in this regard. With its help, you can pinpoint your customers’ wants, needs, and purchasing decisions.

 89 percent of all companies compete primarily on the basis of customer experience. This means that customer focus has never been more important than it is today. 

 However, there is a huge gap between the perception that many companies have of the quality of their customer experience and the opinion of their clients. While 80 percent of all companies believe they offer excellent customer service, only 8 percent of customers agree.

Ultimately, we all want to understand customers. However, it can be quite difficult to do at times. And that’s exactly what today’s article is all about: explaining how you can better your customers’ needs.

The Customer is King, Right?

The Customer is King, Right?

“The customer is king.” This saying is familiar to everyone, but is this really true? Let’s be honest: that’s wishful thinking or a business goal, rather than reality.

There is no question that it is difficult to be equally considerate and responsive to all clients and customer needs at all times.

The World Wide Web also makes putting the customer first harder. Treating the customers as kings would mean responding to inquiries 24/7 and making the product search as personal and easy as possible. 

There is still a problem with the implementation, which is certainly not due to the will of the seller or company employees, but to the technical requirements and possibilities. 

Therefore, it is customer orientation that is one of the most important marketing strategies of companies. So how can B2B companies better respond to customer needs and expectations?

Understanding Clients in the Age of Digitization

The information society, which is based on new information and communication technologies, has initiated a massive structural change and thus new opportunities. 

Industries are becoming increasingly digital, transforming knowledge into digital databases and enabling a whole new form of work: flexible and location-independent. 

This new form of work and digital consumption affect the distribution of products and access to information and create new customer needs. 

Three main aspects have been particularly emphasized by customers in recent years: individualization, sustainability, and, since the corona pandemic, the desire for self-service in particular. 

A sales argument is rated as convincing if it corresponds to the wishes, needs, and ideas of the customer. Sales arguments should make it easier for the consumer to decide on the product in question. 

But a few smart words and new products alone are no longer enough in the digital world. The way in which sales arguments and information are made accessible to the potential customer is important. The focus is no longer just the product, but the customer experience and thus also the customer needs. 

This is what matters the most when it comes to customer orientation:

This is what matters the most when it comes to customer orientation

1. Treat Clients Like Individuals

Who are the customers? We always talk about B2B or B2C, but it’s always people who search, make decisions and ultimately make a purchase.

If you know the needs of your customers and know what they are looking for and why you can address them more specifically and satisfy their needs much better. In this way, you can build rapport with clients.

2. Create Appealing Digital Touchpoints for Your Target Group

Common questions that arise at the beginning of every marketing campaign are: What does the customer journey look like? And what’s the best way to implement a customer journey mapping strategy? 

That means nothing more and nothing less than understanding which channels customers are on and looking for solutions.

This starts with search engines or social media but particularly affects your own website or the channels of dealers and distributors as well as marketplaces or target group-specific software solutions.

On the one hand, this list can be greatly expanded, but on the other hand, it can simply be broken down into the most important of these touchpoints for your own sales process.

3. Enable Self-Service and Constant Information Exchange

The active clients want to be able to research the product that suits their needs flexibly, independent of location. 

Moreover, self-service refers to being able to make the right purchase decision quickly and easily. In addition, it means having the possibility to change outside of the service times in the event of unexpected problems.

Summing Up

As companies begin to focus more on their customers, they become a more human brand that values ​​relationships over pure profit. If your business also wants to improve customer loyalty, put your focus on the customer, and make them happy. You will be pleasantly surprised by the results!

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