July 14, 2023 By Kristin Woodward

Are you looking for ways to better understand your customers? Then Get to Know Your Customers Day is the perfect opportunity to do just that. Observed on the third Thursday of each quarter, this celebration of relationship building encourages businesses to take the time to learn more about their customers and their needs, going beyond the surface level relationships and really getting to know them on a deeper level in order to serve them better. 

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Why celebrate Get to Know Your Customers Day?

According to a recent survey, 86% of buyers are willing to pay more for a great customer experience. By taking the time to get to know their customers, small businesses may use the insights they gain to create more satisfying customer experiences. 

They may also use customer data to optimize their marketing strategies and help increase sales. This could involve targeting more relevant audiences through personalization or providing discounts for loyal customers. 

Ultimately, investing in getting to know your customers may help you build stronger relationships that may  lead to long-term success for your business. So how can you get started?

Dive into your Google Analytics®

If you’re an online retailer or another business whose website drives the bulk of your inquiries and sales, Google Analytics is a free insights tool powered by lots of data and now the most widely used web analytics service on the Internet. The large amount of data offered could intimidate small business owners who feel that they just don’t have the time to delve into the charts, graphs and numbers.

However, to get to know your customers, focus on the Audience section. Looking at Demographics & Interest reports reveals age, gender, geographic location, language and frequency behavior. You’ll also discover the type of browser and device used by your current customers. The more information you have, the better you may be able to make decisions about how to reach customers and make them happy.

Conduct surveys

Gathering feedback from customers is an essential part of running a successful business. Surveys are an effective way to gain valuable insights into customer opinion and preferences, while also providing the opportunity to build better relationships with customers. You may literally ask anything — demographics, likes, dislikes, and more. 

When designing surveys, it’s important to consider the objectives, target audience, and types of questions that will be asked. Open-ended questions should be included in order to gain more detailed information about customer expectations and preferences.

Distributing surveys through online tools like Survey Monkey® or Typeform® may help businesses reach a larger audience quickly and easily. Additionally, shorter surveys tend to have higher completion rates, so businesses should aim for concise yet thorough forms that don’t overwhelm customers with too many questions. An added incentive such as discounts or promotions may also encourage more people to complete the survey.

Analyzing data collected from surveys may enable your small business to identify areas that need improvement in order to create more satisfying experiences for your customers. This generally helps build strong relationships with current customers while also attracting new ones over time — potentially leading to increased sales and profits in the long run.

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Leverage social media

Celebrating Get to Know Your Customers Day through social media is typically a great way for small businesses to foster relationships with their customers and gain valuable insights into customer behavior. Social media platforms like Facebook® and Twitter® provide insights on what customers like, their habits, and what they are buying. When you post on your social media channels, you may garner comments from old customers, current customers, and prospective customers.

Additionally, gathering customer feedback on different platforms may help you tailor your products or services according to customer needs while boosting sales. Engaging your customers and leveraging social media effectively is key when it comes to creating positive experiences for customers and strengthening the relationship between them and your business.

Don’t forget about online reviews. Sites like Yelp®, TrustPilot®, and Google® Reviews collect comments, complaints, and praises, and may be valuable resources to help you get to know your customers. 

Hold an event

Hosting an event (or series) that your business may use to connect with customers to show how much you appreciate them is typically a great way to build loyalty and create buzz. Whether in person or virtual, consider  hosting an event to mingle with your current customers. Depending on your industry, it may be anything from a simple after hours happy hour to a golf or wellness event to a session with an engaging speaker. Check out these 10 Client Appreciation Event Ideas Customers Love.

Good old-fashioned conversations

In-depth one-on-one conversations generally help business owners understand customers like no survey ever could. If you want deep customer insight, there’s no better way than picking up the phone and chatting with them.

Michael Aagaard, senior conversion optimizer at Unbounce®, says:

“In my experience nothing beats actually talking to your target audience. The insight you get is priceless, and no amount of quantitative data will let you reach the same level of understanding.”

He’s quoted in a comprehensive article to help you conduct the most effective customer interviews: Start Talking! How To Do Customer Interviews That Reveal Priceless Insights. You might feel awkward at first but practice makes perfect. The more you interview, the easier it will typically get and the more natural you’ll sound.

The more you know…

By celebrating Get to Know Your Customers and investing time into understanding your customers better, your business can benefit from increased loyalty and trust from their customers. This generally creates a win-win situation, as customers feel more appreciated and your business is typically able to make more informed decisions about product development and marketing strategies based on valuable insights gained through customer feedback.

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