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Consumers hearts are more fickle than ever. When it comes to great experiences, they know that there are plenty of fish in the sea. According to Capgemini, nearly 1 in 5 people stopped purchasing from a company altogether when it failed to provide a positive experience. Add to that the fact that while the majority of organizations believe themselves to be customer-centric, only 30% of their consumers agree. With all the choices consumers have, how can you earn their trust and loyalty? Fortunately, catching the eye of customers doesn’t have to be complicated—if you know where to start. As with any relationship, winning the hearts of your customers is all about understanding them. But depending on where you sit in your organization, the ways you go about understanding your customers may vary. To help give you the best chance of getting your customers to say, “Be Mine” we’ve gathered a few quick tips that marketers, product managers, and designers can use to show their customers some love.
For marketers, forging an emotional connection with customers is the key to their hearts. Build empathy by meeting and talking to your customers as much as possible. Find ways to watch them engage with your brand so you can see and hear firsthand how they perceive your messaging. Listen carefully for potential landmines as well as new ideas. Then take these insights and integrate them into your go-to-market plans including advertising, promotions, and offers.
We all know one of the keys to a successful relationship is listening and communication. Product managers that are always listening can quickly adjust to customers’ ever-changing wants and needs. By getting quick answers directly from your users at every stage of the development cycle you can ensure that what you’re building is solving for a real problem.
94% of a user’s first impression of a digital experience is related to design elements. This is a tremendous opportunity for designers to create a love at first sight moment. Validate your designs early in the creative process so that the finished product makes customers feel like it was made just for them—because it was!
The secret to love, that will stand the test of time, is finding a way to deeply understand your customers’ needs and wants. This means looking beyond all the data and analytics your team has access to and putting aside guesses and assumptions you may have about customer expectations. It means developing true empathy for your customers by hearing from them directly, by really listening to them, and then taking that human insight and applying it to every decision your team makes.
If you’d like to learn how UserTesting can help you understand your customers through on-demand human insights, contact us here.