During our initial discussion with a client, our ears tend to perk up when we hear specific pain points. They’re losing prospects at the same point in the sales cycle, failing to retain their existing customers, or sometimes not getting customers to bite at all.
It’s clear that something is going on with their customer base, and our client, despite their best efforts, has no idea what it is. Left unchecked, the company will continue to struggle to capture ongoing customer relationships and sustained revenue. Voice of the Customer Research helps companies uncover where the problem areas are.
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If you ask the right questions, your customers will divulge their deeper needs, paint points, preferences, and expectations.
These deeper needs can reveal where in your sales process you might be falling short and where you can make improvements to improve conversion rates and customer satisfaction.
Give customers an experience that they can’t say “no” to
There are multiple touchpoints across a buyer’s lifecycle, meaning multiple places to drop the ball on closing a deal.
Build a customer journey map of the route your customers take to make a decision so you can see where there are gaps and opportunities to improve the buyer’s experience.
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Competitor analysis is great. But how much do your competitors really know about the prospects that you both are fighting over?
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Your offering might not be exactly what you think it is from an outsider’s perspective. And oftentimes, prospects won’t freely provide you with that information. That’s why you need to ask.
Customer experience research provides insights into what it’s like to be a user. Then, you can use that feedback to adjust your offering to better align with market needs and truly solve your customers’ biggest challenges.
Make data-driven decisions on where you invest your budget
Stop trying marketing tactics for the sake of trying marketing tactics.
Instead, gain insight into what your customers are looking for in their buyer’s journey to decide where to invest your marketing dollars.
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Having been through the sales process already, your customers have a wealth of knowledge to improve that process for all of your prospects. Now, you just have to get them to say it.
