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Building a successful product, bringing it to market, and improving it in a way that keeps you ahead of the competition. All these things start with understanding everything about your customers — the problems they need solved, where they look for solutions, and how they make purchase decisions.
You could do all the market research in the world, but it still won't beat actually talking to them.
- Surveys
- Feedback forms
- Social media interactions
- Product testing
- Direct conversations
These are just a few of the ways you can (and should) learn what your customers think about your product, customer experience, competitors, and overall brand.
Why bother with all of that in the first place, though?
I'm glad you asked...
1. Reviews and testimonials aren't enough.
You can use them to build trust with your customers and drive conversions. And they can sometimes give you basic insights into what your customers are and aren't a fan of, and how you compare to the competition.
But reviews, testimonials, and the like have their limitations:
- They're only a snapshot of one customer's experiences at a specific point in time.
- They often lack details about the reasons behind positive or negative feedback.
- They normally don't represent the views of your entire customer base, as they typically come from a self-selecting group of customers.
Most businesses stop here, though. They collect one-off social proof to use as a marketing asset (which is definitely important), but they don't dig any deeper to understand their customers on a more strategic level.
The right kinds of feedback will give you insights into the full customer experience. You can use that info to improve your onboarding, service, and support processes. And you can use it to communicate the value of your product to future buyers in a way that aligns with their needs and expectations.
2. Your customers are always evolving.
Instead of just reacting to it, you have to identify and anticipate shifts in buyers' attitudes and the methods/resources they use. After going against customers' natural flow for a long enough time, you're at a tremendous risk of losing them.
On top of that, they need something different at every stage of their lifecycle.
That's why part of your knowledge collection process should include:
- Learning your customer's behavior at every stage
- Identifying points of high and low engagement with your brand/product
- Finding patterns in customer motivations, needs, and preferences over time
- Adjusting your product, messaging, and channels to meet changing demands
From there, you can make the changes that improve engagement with your brand, decrease churn, and drive product adoption.
3. Your product has to evolve with your customers.
Even if you're getting great feedback from your users at present, there's no guarantee they'll stay happy forever. If you neglect customer knowledge while your competitors actively seek it out, it's only a matter of time before they develop a product that's more aligned with what they're looking for.
When you're continuously gathering knowledge and feedback from your customers in the form of surveys, feedback forms, and feature testing, you can build your product strategy according to real-time user feedback.
Deeto is the central platform for collecting, managing, and sharing knowledge.
There are two fundamental aspects of customer knowledge:
- Collection
- Distribution
Deeto makes it easy to collect feedback by enabling your customers to give it to you directly. When you invite them to the platform, they're automatically a part of your knowledge base.
And they can contribute exactly how they want — reviews/testimonials for Marketing, reference calls for Sales, feedback/testing for Product, the list goes on.
Since it's all stored in one platform, every team can access that knowledge individually and use it to collaborate smoother, innovate faster, and create a better overall customer experience.
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