If a company wants to thrive, it’s important to understand what their customers want. After all, giving a customer just what they want is among the best ways to create loyalty, trust and effortless word-of-mouth marketing. This is also a great way to encourage repeat customers to increase their spend over time.
And the best way to give a customer what they want is to understand their motivations and how they truly feel. If you empathize with the customer, it’s much easier to know their wants and needs. An athlete, or someone who can truly empathize with athletes, is going to be better at creating an improved running shoe than most. A gamer knows the kind of features needed to make a new video game system a big hit. (more…)
Successful Marketing Communications: A Conversation with Customers 