what's the difference between industry-leading Brands and the average ones easy the leading sharks know their customers very well did you know that by watching Netflix you're being identified as one of 2 000 taste communities yes friends they run over 250 a b tests each year and they need the data to inform them about each decision customers make like literally whether it's hovering over a thumbnail to watch a trailer or choosing the next series to be loyal to they want to know exactly what their customers want what they like why they like it and what they can improve honestly it's not a surprise that industry-leading Brands really focus on identifying customer needs since 73 of consumers expect businesses to understand their needs and expectations so if you don't know your customer then you're in trouble today we're going to be talking about the benefits of identifying client needs and how to do it effectively [Music] let's start off with the benefits of identifying and understanding customer needs first of all what does Costa Muniz actually mean so they are the triggers that drive clients to seek solutions to their problems put simply what drives customers to come to you and purchase your products why do they feel the need to purchase your product what motivates them to do so understand it and you'll know how to Market your products to catch people's attention even more if you really do put in the work to understand client needs then a bundle of benefits of Weights like boosting brand loyalty creating more customized marketing campaigns and improved sales and who doesn't want that these are brand wise life-changing benefits so get on that train as fast as you can don't wait another few months because we're talking about your business's reputation Revenue here so let's get into which tools and tactics to use number one review the most reoccurring questions from customers before we bite into the chocolate truffles start with the already in your kitchen milk chocolates meaning go take a look at the data you're already have in your customer communication tools take a look at the conversation history in either your live chat or conversation boss software go hunting for those emails in CRM and ask your customer support team to revisit the conversations they had with your clients ask yourself what are the most frequently asked questions or reported issues with your product later go to your support team and ask them if there are any between the lines quality of feedback that you might have missed and remember to take into account more than just the feedback on your product you need to look at the full course not only the appetizers so learn about any website related issues like performance or user flow why so many food metaphors anyways Point number two run customer satisfaction surveys like really do it and when you do here are three metrics to take a look at net promoter score lets you assess customer loyalty and calculate the proportions between those who love and hate your brand customer satisfaction focuses on measuring client satisfaction levels customer effort score checks how easy it is to complete any selected process like payment you can actually run these in other surveys easily through a live chat software number three conduct social listening not all customers will want to fill out your customer satisfaction survey and it's perfectly fine you can conduct social listening to show what people say about your brand online instead there are two ways you can approach it do a quick dive into your social media accounts and take a look at the comments or turn to social listening tools like Google Alerts to run a more detailed analysis I recommend turning to tools like Google alerts more because it will allow you to scour the entire web and not just social media platforms moving on run competition research it's a nicer way of saying spy on your competition and thanks to the internet you don't even need to hire private investigator but honestly by visiting product review sites such as G2 crowd or captera you can read about what people like and don't like about you using your competitors products that you can improve your offer say you discover that users frequently complain about your competitors terrible customer service well you know yours is magnificent then you know that you should emphasize your customer service more in your communication but also check out what your customers say about your brand people who actually make the effort to go and comment usually might be freely sharing thoughts on how your product could be improved and that is priceless once you've collected the data from all of the above mentioned tools than any other channels that are relevant to your business it's time to begin your analysis the first thing you should do is categorize your findings thematically you see as you collect insights from users you'll probably notice that there are a lot of random topics and before you actually conduct your customer needs analysis you need to sort them into batches you don't want to leave it messy trust me depending on your product or service you might find it useful to divide your data into groups like pricing for example customers mention that your prices are 2 High questions about discounts custom plans and so on features it's only applicable if your product offers a number of features quality what is the durability what are the differences between your products and your competitors products do customers report any errors questions change depending on whether you're in retail or have a SAS business and customer experience is there any feedback related to your website or apps ux sales team or customer support interactions remember to collect insights for all of the stages in the sales cycle apart from that you need to conduct a means end analysis make sure that you follow a means end customers needs analysis approach to determine why people decide to buy your product it's built by three points which are features the features that trigger the person to purchase a product or service benefits the benefits or the consequences of the above mentioned features these can be personal or functional like how the features make your customers feel or if they are convenient to use value what the end result of buying your product is it can be a bit confusing that's why splitting them up really helps Point number three visualize your findings if you manage to collect your insights and understood them in and out then congrats friends you're nearly done so what you want to do now is share the data with relevant teams to open up a discussion on how you can better cater to your customers needs to make it easier for all your stakeholders to understand your findings it's worth visualizing your data you can try out Mira for that the last thing you've got to do is put your findings into action so create an action plan that includes key performance indicators objective and key results ideas for improvement and a list of people responsible for the delivery of your objectives for example if during your research you find that customers often complain about X and they feel that X is missing your product then you can include eggs in your product roadmap with a strict deadline please remember to regularly review your action plan with all that we talked about today I'm sure you'll agree that identifying customer needs and understanding them isn't as complicated as it might sound and that with the right tools and tactics it's as easy as ABC see you soon [Music] thank you