“Customer insight”, which is important for marketing, is the deep psychological understanding of why customers purchase products and services.
It is a latent desire that even the customer does not understand, and can be called “unconscious true feelings.”
In this article, we will analyze and explain the benefits of understanding the true feelings of customers, as well as the specific content of what kind of customer insights exist in B to B.
Reference source:
What is customer insight in BtoB? Explaining the benefits and how to understand them
Customer Insights Overview
Customer insights that express latent psychology that customers themselves are not aware of.
It is important to clarify the background of customers’ purchasing behavior as to why they purchase products and services, and use marketing to understand the psychology of customers beyond their actual needs.
In recent years, it is difficult to differentiate yourself from competitors based on superficial needs alone, so customer insights are essential to understanding the real reasons behind purchasing behavior at what point in time.
Purchasing reasons and deep psychology can be learned by accumulating, managing, and analyzing customer data. Analyze a variety of data obtained through thorough marketing and interviews that elicit the true feelings of customers, and try to understand latent desires that even the customers themselves are unaware of.
What are the benefits of knowing customer insights?
What kind of benefits can a company gain by understanding latent desires that even customers are not aware of?
First of all, it is expected that the number of customers will increase.
By knowing the true feelings of customers, they will be able to make a fundamental approach to the companies they are responsible for, and will be able to come up with measures from unprecedented new angles.
Another point is that proposing products and services that can help customers solve problems they really want to solve can help increase sales.
For example, let’s say your company provides SEO services.
It can be predicted that business partners, who are customers, have a need to “improve the rankings” of “wanting to rank their site higher.”
However, essential customer insights include the objectives of “succeeding with low-cost advertising” and “wanting to increase sales.”
The key is to understand these, improve the path to conversion, create attractive content, and make new proposals that satisfy latent desires.
What is B to B customer insight?
Customer insights that matter to drive sales. What specific latent desires do B to B companies often have? Representative examples are as follows.
Even if the first need listed is “I want to make sales activities more efficient,” there is likely to be a latent desire to “I want to make sales activities more efficient and increase sales.” During business negotiations, it is important to emphasize thorough measures to increase sales.
- cost reduction
In all business operations, it is important to reduce costs and “get big profits with little investment.” When negotiating business, it is important to always consider whether your company’s products or services can be used to reduce costs and generate profits.
It seems that an increasing number of companies are looking to review and improve their daily operations from various angles, such as reducing overtime and reducing the turnover rate of their own employees.
The key is to determine how to differentiate yourself and proactively make proposals that appeal to your customer insights.
summary
There is a latent desire behind the decision to purchase a product or service. By understanding the real reasons for purchases, companies will be able to devise effective measures to acquire more customers.
Find customer insights through data analysis, research, interviews, etc. and use them to efficiently grow your business by increasing sales.
Reference source:
What is customer insight in BtoB? Explaining the benefits and how to understand them