3 Exercises You Can Use To Identify How Your Customers Feel
Knowing how your customer feels is a fundamental objective of marketing.
By knowing how your customer feels, you are able to provide them with the product or service that best suits them. You’re able to improve your customer lifetime value, and you can very easily predict your customer’s next moves.
Likewise, it ensures your business is one step ahead of your competitors, allowing you to be viewed as a major player in your industry.
But what happens if you don’t know how your customer feels?
Well, you’ll get left behind, constantly playing catchup, unable to get ahead and claw away at market share.
To help you and your business uncover how your customer feels, here are 3 exercise you can use to help identify how your customer feels.
A Great Starting Point
A very simple starter exercise is to place yourself in the shoes of your customer, and answer the following three questions from their perspective:
- What impact does my business have on my customer’s life?
- How does my customer feel before experiencing this impact?
- How does my customer feel after experiencing this impact?
These 3 questions are a great starting point, as they make you reflect and identify how does your business really make an impact on the lives of your customers?
When using this exercise, it is important to try to remain as objective as possible. By answering these questions yourself, it’s easy to be subjective and provide the answers you want to hear.
To take this exercise to another level, have multiple people within your business answer these questions. Different people, from different departments will help you to develop a large sample size.
Here’s an example using our video production company:
What do we do? We specialise in crafting highly emotive brand films
What impact do we have on our customer’s life? We provide our customers with improved brand loyalty, and the ability to attract new prospects consistently.
How do our customer feel before experiencing this impact? Lost, upset, stressed, unsure
How do our customer feel before experiencing this impact? Happy, breathable, calm
Building On The Starting Point
As mentioned, the first exercise can often have the downside of being a little subjective.
And that’s ok, it’s natural for this to happen. Often times when answering these questions, we believe we are being incredibly objective, but occasionally we can slip a subjective answer in.
To combat this, a second exercise can be conducted that is far more objective.
This involves creating a ‘satisfaction survey’ which you will send to your current customers to complete.
This exercise is fantastic, as it is incredibly objective. Your opinions are completely removed from the equation, and it’s pure data straight from your customers.
The downside to this exercise is that some customers will not be 100% truthful. They know that you’re giving them a survey for a reason, so some will decide to tell you exactly what you want to hear.
The Most Beneficial Exercise
The most objective exercise, which delivers the most honest and valuable information is having an independent third party ask your customers the ‘satisfaction survey’ questions via a phone call.
Why does this work?
An independent third party is not you. It’s not your business. It’s not your people. Therefore, the stigma of maintaining a relationship (from your customer’s perspective) is removed entirely.
As a result, your customers feel more inclined to deliver rich, insightful information, as they don’t feel as though they could negatively impact their relationship with you.
By having this conversation over the phone, the third party independent can dive deeper into your customer’s responses, asking follow up questions, and pressing for more honesty in answers.
How To Use The Data
After conducting any or all of these exercises, collaborate your data and identify commonly recurring trends.
From these trends, identify what are the most common emotions your customers felt before using your product or service.
These are the emotions that you will target in your video marketing to engage with prospects.
These emotions are what draws prospects in, as you’re hitting them with a relatable feeling – it’s how they feel right now, as they are yet to experience your brand’s impact.
Likewise, you need to identify the trend of how your customers feel now that they have used your product or service.
These emotions will also be used in your video marketing. However, these are used to create a fear of missing out (FOMO) amongst prosects, giving them a sense of what they could experience with your business.
This FOMO, alongside the identified emotions that they are currently feeling right now, work in harmony together in your video marketing, to craft a storyline that compels your prospects to engage with your business, and to use your product or service.
Need A Hand Forging A Deep Connection With Your Clients?
It’s not always easy to forge a deep connection with your clients. Which is why we’re here to help.
Brand story films are your brand’s north star. They help you to make decisions internally, and act as the centrepiece of your marketing strategy.
If you’d like to learn more about how we can help you forge a deep, emotive connection with your consumer through a brand story film, contact us via:
didier@fixonmedia.com.au
+61 400 801 891
All the best,
Didier Le Miere
Director | Fixon Media Group