What my customer wants- “Where to get the right questions?”

While taking the position of Marketing Manager, there were lots of challenges in front of Thomas Paul. The growing targets and decreasing sales volume made him to rethink about Company’s marketing strategy. The Covid-19 pandemic and subsequent decrease in sales made things even worst. Due to decreasing revenues Company is forced to reduce the budget for marketing as well.

After too much brainstorming marketing team concluded that advertisement and offers alone cannot win those customers. In fact addressing customer needs and increasing digital foot prints will help them more. Now the thought process went to how to use digital platform for addressing customer needs.

By giving helpful information about their product through Web pages, social media, Emails, Blogs, FAQ pages etc.

But again pressing problem was how to find the unknown customer needs under reduced budget. Conventional customer survey is not the right option.

Instead, do a quick search on Google and find out what questions people usually have and answer those questions.

They used common key words like “What”, “When”, “How”, “Which”, “Can”, “Why” etc with product/service name for sale as search criteria and found the frequently asked customer questions. They published the answers for these customer queries in digital platforms. Moreover, they provided online interactive customer help to address additional queries.

Reached out to customers consistently, at least once a week and built trust. When his Company addressed customer needs over digital platform, business flourished even during Covid time.