Rethink Your Customer Insights Approach | Growth Navigator #9

Welcome back to Growth Navigator.

If you're a business founder feeling stuck guessing what your customers really want, I have useful tools and techniques to help you.

Like most businesses, you don’t want just to scratch the surface of customer insights.

Because it can lead to ineffective marketing campaigns, poor decision-making, and wasted time and money.?

Remember that analyzing data is great, but true customer understanding comes from examining the "why" behind the numbers.

A study by David B. Yoffie, Annabelle Gawer, and Michael A. Cusumano of more than 250 platforms reveals why most fail.

One of the main reasons for failure is the lack of trust with users.

When businesses don’t take the time to gather in-depth customer insights, they can’t understand their concerns and thus address them to gain trust.?

The Power of Customer Insights: Why Top Companies Thrive

Look at the Forbes Global 2000 list 2023 - the world's largest public companies. Dominating this list are giants like JPMorgan Chase, Apple, and Alphabet.?

What's the secret behind their success? Understanding their customers!

These top companies don't just throw products and services out, hoping for the best.

They actively gather in-depth customer insights – the "why" behind customer behavior.?

Learning their customers' hidden desires, frustrations, and aspirations, they develop new offers that exceed expectations.

Or let’s take Airbnb. They get it!?

Travel is more than just a place to stay; it's about creating memories. So, their marketing team analyzes guest reviews to discover their hidden desires.

They tailor their recommendations after discovering a yearning for unique experiences, a taste of local culture, and genuine connections.?

The result is happier and more engaged guests.

Amazon - the e-commerce giant, is another master of understanding its customers' desires.

By analyzing past purchases, browsing history, and even voice search queries, Amazon personalizes product recommendations and search results for each customer.

Imagine a customer browsing for running shoes. Based on their past purchases and searches, Amazon might also suggest athletic apparel or fitness trackers, creating a one-stop shop for their workout needs.?

Simplified shopping experience and new relevant product discoveries. This is what every e-commerce customer wants!

Here at Azarian Growth Agency, we take a similar approach.?

We go beyond basic website analytics and employ various tools and techniques for our partners and internal projects to understand why users took a specific action.

How we achieve this:

• In-Depth Customer Interviews & Surveys: We take every opportunity to ask insightful questions to uncover customers' motivations, concerns, and desires.?

This way, we develop empathy for the customer's needs, which allows us to tailor our marketing campaigns and create products and services that solve their problems.

• Social Listening & Community Analysis: We go beyond surface-level mentions and hashtags to understand how customers feel about the brand, products, and services.?

We capture the full spectrum of customer voices, from popular social media platforms like Twitter, Facebook, and Instagram to niche online forums and review sites.?

This also helps us spot industry trends and customer needs before competitors.

Here are some tools to help you:

• BuzzSumo : For identifying trending topics and content within online communities.
• Similarweb : For analyzing website traffic and audience demographics of online communities.
• Brandwatch : For tracking brand mentions, analyzing sentiment in detail, and identifying emerging trends.
• Sprout Social, Inc. : An all-in-one platform for analyzing conversations and engaging with your audience directly, fostering stronger social media connections.
• Mentionlytics : For real-time social media monitoring, ensuring you stay on top of every customer mention and industry buzzword.

Based on this data, we can take action.?

For example, if users click a lot but don't find what they need, we might send follow-up emails to help answer their questions. This helps us make sure users have a better experience on our website.

So, here you are - armed with powerful strategies to understand your customers better, make smarter choices, and achieve your goals.

If you need help, we're here to partner with you. Let’s discuss how we can tailor these strategies to your business needs.

Schedule a Consultation

Hamlet Azarian

CEO & Founder,

[A] Growth Agency

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