Getting to Know Your New Customer

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  • 0:00 Knowing Your Customers
  • 1:19 Learning About Your Customers
  • 2:15 Evaluating Feedback
  • 3:12 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

How can you be sure you're giving your customers the product and/or service they want? Getting to know your customers can help you know what they want, how to improve your business, and increase customer loyalty.

Knowing Your Customers

Customers are the lifeblood of your business. Getting to know your customers, including who they are and what they want, can be the difference between a company that struggles and one that is wildly successful. When customers feel appreciated and connected to your business, they'll support it by returning for future purchases and recommending you to their friends and family.

Imagine there are two new similar pizzerias in your neighborhood. Because you love pizza, you plan to go to both shops in the next week to see which one you prefer. You go to the first shop and find its pizza to be delicious. The flavors are well balanced, the servings are generous, and the prices are pretty low. However, the employees and owner are rude and don't care what you think of their pizza.

The next day you try the second shop, which is bright and attractive. While the prices are higher, you find the pizza to be as tasty. But what really catches your attention is the owner's interest in your opinions. The owner tries to understand what you want and like in your pizza, and welcomes your suggestions for the pizza shop. The owner demonstrates a desire to connect with you. As a result, you feel appreciated and loyal to the second shop. The higher prices don't bother you because you know you're getting a quality slice of pizza from someone who really cares about you as a customer.

Learning About Your Customers

Collecting and analyzing opinions is one way to learn about your customers. As in the previous example, you can do this by asking customers questions and engaging them in conversation. Some businesses conduct focus groups, where a random group of people is brought together and given a chance to experience the business' offerings before giving neutral feedback. For example, they may be given pizza, shown pictures of the pizzeria, and then asked for input.

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