13th January

Understanding the customer

As we all know, the world of business and marketing all revolves around the customer. What the customer wants, our understanding of the customer and how content the customer is with our service. Ultimately, customer service is the bread and butter for any business to strive and move forward. As crucial as this case may be, having excellent customer service can be quite a daunting task for a plethora of reasons. To boil it all down into one simple statement, each customer is different from the other. There is no one size fits all in this business and that is the first thing one should learn entering the marketing world.

Great customer experience will prove to be the defining factor between businesses. You will rise above your competition due to your understanding and care for your customer. Here we will be discussing a few small, yet imperative ways to better your customer experience and create a truly customer-centric culture.

For starters, the more questions you ask the more you learn about the customer, any thoughts on a project and any form of opinion are all crucial in creating a better product or service. It is essential to ask the customer for their opinion without projecting your own opinion onto them. It is not what you want, it is what the customer wants. But always be sure to be honest! When giving feedback, make sure that you are being true. The client will appreciate your honesty. Remember, trust is built, and in the manner of honesty and understanding the client will start trusting you more and more. Do not be hesitant if the feedback is negative, make sure you deliver the feedback in a calm and gentle manner and you can be sure that the customer will appreciate such openness in your business.

On the other hand, make sure to always listen to your customer’s feedback. This will help you improve your business where it is lacking. Sometimes you need a fresh pair of eyes to notice any cracks in your business so always be open to any feedback.

In order to deliver a personal and customised product or service, you need to understand your client well. Always be sure to ask without imposing, be honest and open to feedback.

Another aspect which should always be taken into account when discussing customer experience is to look for new ways to meet your client’s needs. A business will grow if it continuously adapts to the ever-shifting world we live in! Sticking to one method will never work. Something to always keep in mind is that you should never expect any audience to change their expectations to fit your product. In fact, the contrary is true, you need to change your service to fit the current audience.

Always strive to be transparent. Set realistic goals in well thought out time frames. Make sure to create accurate expectations for your clients because otherwise, you are not sticking true to your clients.

Finally, the people you surround yourself with, your team, is what makes and breaks it all. Your team will constantly be contacting clients for information and clarification on a number of things, therefore your whole team has an impact on customer experience and whether or not the client’s expectations are met. Be smart with your hiring process, always hire people who are ready to be patient and equipped to deal with your clients wants and needs. A great team is the key to future success hence making it one of the most important investments you can make for your own company!


Final Words

Having a truly great customer experience is no easy task, but it is achievable! Take your time, know your audience and learn as much as you can on them. Always be honest and true to your clients, building a relationship based on trust will create fruit that you will reap along your journey with the client. Slip-ups will always happen along the way but be sure to acknowledge them, firstly for your client to be aware, secondly for you and your team to learn and improve.

Never give false hope to your client. Set realistic expectations from the get-go. Never omit any information from your clients, be sure that every decision they make is an informed decision.

If you are looking to push your business to the next level always be open to feedback, and collect feedback from your clients on a regular basis! This will determine your actual level of customer experience and map out key points where you can improve. Make smart and necessary changes based on the information you have been given by your clients and do not let it go to waste. If you do so you will become more successful in building a company and culture your customers love.

Alessandro Morreale



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