So, to begin with, what is a Customer Needs Analysis?
Customer Need Analysis is the procedure of identifying or recognizing the motivators for the customers to initiate the purchase or the transaction.
It focuses on what you need to know in order to understand what motivates your customer to buy the product or service.
If you know those specific features, highlights, benefits, attributes, and other aspects that drive customer conversion towards sales, you would be more focused on working on those.
It most certainly saves your time drastically and gives you more understanding of your potential targetted customers.
How To Identify Customer Needs?
The very first step to identifying customer needs is indeed creating and utilizing the customer needs analysis.
You need to figure out all the value elements that go to the customer that need analysis such as customer feedback, customer service data, product-market-fit, input from the team, and much more.
It is essential to gather as much data as possible from different resources, channels, or platforms where your customers interact with your company, product, or staff members.
The best way to go forward with this is to begin from the customer experience and find your way back to the technology required or more fitting.
The Application Of Customer Needs Analysis
When you do a Customer Needs Analysis, you get to draw more insights from a diverse range of customer data points and resources.
These data points are usually from social media, surveys, comments, customer messages, product reviews, and more.
All this customer feedback, when you look at it, will help you detect and identify all the unmet requirements and opportunities for innovation and improvements.
The best part about running the Customer Need Analysis is to get such specific feedback and review related to the most customer-centric ( as coming directly from the customer only)
Customer feedback is going to bring you the kind of insights that help your business grow dramatically.
Customer Needs to be Related To The Product
Customers prefer price to be the benefactor of their purchasing decision. It becomes a primary filter for their selection procedure to choose the product or services.
A lot of customers even have a set unique budget under which they are comfortable buying the product.
Such customers are quite certain about the range of the products they want to choose from as it always falls under a particular price range.
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Sometimes, they are flexible with the price in the case when :
- When they find prices usually cheaper for the product, they are more likely to go up.
- When they want some additional feature or particular feature available in a certain price bracket only.
- Price also goes up or down depending upon the quality of the product to a certain degree but not too up or too down for sure.
Convenience must be the uttermost characteristic of a product or service for customers as then only it makes things easier for them to resolve.
An easier and more convenient solution is what consumers aim to purchase, not to replace their current problems with new ones.
Design is a crucial aspect for the customer as it is very much related to the appearance, aesthetics, and usability of the product.
Most people associate design to be only restricted to aesthetics but it’s not, as it participates quite much in functionality and conveniences in the usability of the product as well.
Customers want their product to be designed well, easy to handle, portable in some cases, sleek, and aesthetically pleasing.
They also prefer the design to be intuitive and easy to work with as well.
There have to be the key needs of a customer that reflect predominantly in the Customer Needs Analysis for the businesses.
After all, functionality is what defines the product value for the users. This is for when a consumer buys the product or service in the first place.
The application, usability, or feature of the product can be defined as the functionality of the product or service.
Consumers require the product or services to be resolving their problems or help to make something easier to do.
The product or the services needs to be performing exceptionally well or at least upto the expectations of the customer.
It should very much align with what has been pitched to the consumer through the salesperson or advertisements.
The optimum performance of the product also determines whether or how a better or fast customer is going to get the job done.
Consumers must have had an easy-going and smooth experience using the product while resolving the problem or doing what it is for.
The last thing a customer wants is to pay for a product or service that brings more work to do.
It should be to reduce the workload or make something easier or better rather than creating problems.
What compatibility means for the consumer or for your product is about how easily adaptable it is for the user to contrast with other products the consumer is already using.
It makes the product more purchase-friendly and provides a solution that is more acclimated to their current scenario.
The product or service needs to be reliable for the customer every time they use it. It needs to be a solution on which a consumer can rely.
This also dials back to the quality of the product where it needs to be fully functional at optimum level.
The efficiency of the product or services helps consumers to complete the task in the fastest way possible without compromising the quality.
It helps in streamlining the procedure for the customer on the specific task reducing the time-consuming long and strenuous procedure.
Customer Needs to be Related To Service
Transparency is the building block for developing trust for the brand within the customer.
Customers truly expect transparency from a company about their product, their brand, and the procedure they are or going to going through.
They prefer to witness the purchasing deal thoroughly, so they know what to expect and what they are getting into.
One of the worst things a customer faces is getting some unexpected issues after the purchase is done or while they’re in the process.
As things have been hidden from them only to sell the product or service. This certainly hurt the trust and reputation of the brand amongst the consumers or prospective customers.
Customers deserve total honesty and openness from the companies when they are paying for it.
Fairness is something not just customers expect but deserve and have every right to , as a consumer or even a person.
The product of the price, contract length, additional cost specification, cost breakdown, quality promises, guarantee, and everything else- the customer expects fairness.
Information brings clarity to the customer, and clarity brings confidence. The confidence to invest their further time in the deal, and eventually, buy it.
Without the right, relevant, adequate, or required information, customers cannot invest in the product, either emotionally or financially.
Businesses should release more and more information through multiple channels on different aspects related to the brand, product, and industry as well.
In fact, information is the way to become the leader in the industry, an authority through which you can gain the immense trust and a consumer base.
It also includes basic interaction with the customer through various channels.
Businesses also need to share more and more information with the target audience including educational blog content, instructional product-driven base content, and consistent communication.
The information can also be about regular communication to your customer on the product usability, features and functionality as well.
Control is an essential factor that a consumer looks for in their business transactions. They need to feel like they have complete or some level of control over their purchase.
They also feel like they have a say in the journey from start to the end. Not just it makes them feel participating but also authoritative and special in the sales.
Customers are required to have accessibility to the support team and access the services easily and without any hassle.
For companies, it means delivering multiple channels for customer assistance and services.
The idea is to make your company easily reachable to the customers without giving them a hard time or too much delay.
Customers require options when they set out for making a purchase from the brand. The variety excites the customer and gives them a better range of products to pick from.
You can provide a wide range of subscriptions, product variations, designs, models, payment options, and much more.
Giving them freedom of choice, customers feel more special and facilitated, further encouraged to make the purchase.
Customers expect the customer service of the companies to empathize with them when they reach out to them with problems.
Make sure your customer service is equipped to show empathy, understanding, and effort to assuring impactful and humane assistance.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”