3 Ways To Know What​ Your Customers Want -- Even Before They Do​

By Phil Ahad

Another year recently came to an end, which means another year of customer behaviors observed, of habits analyzed, and of data collected. But don't pat yourself on the back just yet. Figuring out what makes your customer​s tick​ -- and by tick, I mean why they​ buy or use your product or service​ -- ​is a never-ending job.

The following are three customer insights ​that will help you and your brand ​better understand what your customers want for this year and going forward.

1. Sign On to Social

Remember that social media is not just a platform to get your brand message and industry expertise out to the public. Social media is also an immeasurable opportunity to learn about what your customers (and perhaps those who are not yet your customers) really want, what they like, and how they express themselves.

So dedicate time and manpower to this. To start​, read all the comments on your Facebook page and Twitter feeds. Monitor a few keywords and hashtags to see what people are saying about you, your industry as a whole​, ​and your competition.

But don't stop there. Look into the interests, demographics, and topics of conversation of consumers actively interacting with your brand on social media. These general insights could prove to be great assets in your next ad/marketing meeting.

2. Emote in the Real World, Too

People like to buy products and use services that evoke a positive feeling within them, so try making connections in real life. An emotional connection to a brand starts with just that, an actual connection​ between people​ -- not a celebrity​-centric ​commercial or ​through an​ email offer, but actual human ​interaction.

With your team, brainstorm programs that will get your brand in front of your customers -- whether that be a call to a new customer program, in-person focus group sessions, etc. Face time is important, and loyal consumers talk. Word of mouth can be a powerful and profitable thing.

3. Do the Data Work

Don’t just​ collect customer data​ once a year, but collect it continuously. Focus mostly on that important 20 percent customer base when possible. You know, the 20 percent of customers who are repeat purchasers, who engage with your brand on social media, and who've racked up umpteen customer loyalty points.

Collect data from these customers frequently and about various aspects of your brand. Be sure not to focus just on what they think of a new product/service, but what they want to see next, what they really don’t like, and so on. Many clients of ours do this well, and the proof is in the pudding -- or in their cases, their bottom lines.

So go out there and get social, make personal connections, and ask loyal customers what they really think.