Understanding Customer Needs to hyper-target your champion customer(s)
Exercise 3: Understanding Customer Needs analysis
Now that you’ve completed Exercise 2 to determine the persons engaged with your brand. You can select a niche target audience to profile in depth.
Utilize the following questions to help you create your Understanding Customer Needs Profile.
|Determine Demographics of my ideal customer?|
Name: This is a fictional name, do not try to hard here.
|Age / Gender:Try to use a specific age here, the mean age of a range.||42, M|
|Title:What is the job position of your target, use some creativity here.||Director of Sales and Marketing and Operations and New Business|
|Place of employment:Synthesize the ideal target company name.||Seeker Metal Detectors|
|Current location:Is this your currently location, or or does your product or service best solve the problem of a specific region?||Winter Park, FL|
|Income:What is the likely salary of this person, this is important, as it will give you insights on lifestyle.||$60,000/yr.|
|Create a customer backstory:|
What kind of life do they lead?
|Dan is a family man who has lived all his life in Florida.|
|What is their work life like?||He is the Jack of all trades at his growing company, helping on all marketing and business development fronts, he is stressed out and needs help.|
|What is their home life like?||He is close to his wife who works part time, and their two children|
|What are their professional or personal goals?||He wants to increase lead generation for his company.|
|Who do they answer to professionally or personally?||The president of his company.|
|What is their challenge they need to overcome?||Demonstrating results.|
|How do they define success?||Increased sales on the website.|
|How do they professionally or personally develop or grow?||By dabbling in multiple aspects of professional development by watching YouTube videos. Attending trade shows to correspond with colleagues.|
|What do they do for fun?||He loves the beach, he loves camping in the forests of florida with his family in a popup camper. He’s an adventurer.|
|How do they prefer to interact?||Face to face. He has a firm handshake.|
|What do they do for stress relief?||He goes out with one group of friends to drink beers and metal detect. He also takes his Jeep offroading, but he has less time for that now-a-days.|
|How do they communicate in unique ways?||He has a business cell and a home cell.|
|What is their favorite thing on this planet?||His wife and two kids.|
|What are the future aspirations?||Building a cottage on the lake.|
|What is his guilty pleasure?||Stargate SG reruns|
|What are their needs in relationship to what your service has to offer and why: You will be able to pull from your previous answers to help hypothesize the target’s current state of affairs.||
|How can your service exceed customer needs?||A design consultant like Morse Communication Design takes the time upfront to understand the scope of your business by performing exercises with business owners and executives. MCD might not understand the ins and outs of the niche market up front, but the time and effort taken in the discovery phase produces confidence that I understanding the business, versus other consultants or service provides that just provide, “one-way” services or don’t appear to listen.|
RESULTS, Exercise 3:
Morse Communication Design, Understanding Customer Needs, creating marketing deliverables
|Create a deliverables list of action to reach Dan on his level.||
Utilizing these exercises in your company
By leveraging this process with key members of your executive team, you’ll have criteria for creating a communication design strategy to reach your customers and give them a confidence that not only do you understand them, but you understand their needs, desires and what motivates them.
Depending on the complexity of the customer segmentation you are looking to discover the needs for, you should dedicate approximately one day to this process with approximately 3-4 team members. I would not suggest performing this process with no less than two team members.
After this process, as you have seen in the completed exercises above, you’ll will have guideposts for creating a mandatory elements list for your mobile app, website design, brochure, rebranding initiative and other visual marketing, or general communication objective.