4 days ago
Beyond Answers: The Hidden Opportunities In Customer Questions
Cassi Hallam, Chief Marketing Officer at System Pavers.
Customer questions are often more than simple requests for information. But in our eagerness to provide answers, we often overlook the deeper insights that these questions hold. We get so focused on providing a solution that we miss the bigger picture of why the question is being asked, and we miss the opportunity it presents.
Every question a customer brings to the table is a chance to truly understand their needs, uncover their concerns and even reveal your company's blind spots. Instead of just reacting, you can transform these invaluable learning moments into powerful customer breakthroughs. Here are three ways to do just that:
Focus On Why The Question Is Being Asked
Our first instinct when a customer asks a question is to provide an immediate answer. But as marketers, a more powerful response is to dig deeper and ask, 'Why?' A question can signal a communication gap, whether it's missing information or a message that simply isn't resonating with your audience. Answering the question for one customer solves their immediate problem, but it doesn't fix the underlying issue that prompted the question in the first place.
We've all heard the leadership advice, 'If you want to get to the root of a problem, ask why three times.' The same principle can be applied here, but instead of asking the customer, we should be asking ourselves. Why did they ask this? What information is missing? Where is the disconnect?
Years ago, I worked as a Global Marketing Director for a hot tub manufacturer, conducting in-depth customer research. Through this research, we discovered a significant difference in what people sought from a hot tub. Many desired a space for entertaining and gathering, while a smaller, quieter group typically wanted a more secluded spot for unwinding. To meet this evolving need, we designed a new, smaller hot tub built for a maximum of two people.
As we debuted this new model at trade shows, we were consistently asked, 'How many people does it fit?' To this, we repeatedly answered, 'Two people,' and were often met with quizzical looks. Day after day, we provided this clarification, even encouraging people to get in (the dry version) and interact. It was only when we observed four people attempting to climb in at once that we realized the tub's design was visually implying it could accommodate more. The question stemmed from the incongruity between what they saw and what we were telling them. Once we understood this and made visual updates to clearly signal its two-person capacity, sales skyrocketed. It wasn't just about answering 'two people'; it was about thoughtfully addressing the deeper visual disconnect that customers were sensing but not articulating.
Use Data To Find Questions, Not Answers
Data is one of the most valuable tools in a marketer's arsenal, revealing patterns and providing insights into consumer behavior. While we often view data as a source of answers, it can also be used to unlock powerful questions. If you're struggling to pinpoint why a consumer asked a specific question or why they didn't ask a question, your data can put you on the path to finding an answer.
Data tells us what consumers are doing: what they're buying, when they make a purchase, where they live, what systems they use, what payment method, etc. By analyzing these behaviors, we can preemptively answer questions and perhaps move beyond a sales roadblock before it is put in place.
For example, say an electronics company that recently released its latest smartphone model noticed sales were struggling in a region that was historically a robust market. When digging through the data, it was discovered that the country had been moving toward a different model of charger than the one needed for this phone. This meant many new customers had to also buy an additional adapter alongside the phone, adding to an already significant expense.
Realizing this was a common roadblock, the company understood why customers were hesitant. They began to manufacture their own adapter and include it with models sold. By meeting this unstated need and eliminating the friction of 'what adapter do I need?' sales rapidly began to pick up.
Take Your Marketing Blinders Off
As marketers, we can sometimes become a little too immersed in our products and messaging. By the time a campaign launches, we have seen the messaging and branding a thousand times. It's easy to forget that for our audience, it is all brand new. However, it's critical to remember that what seems obvious to us might be a complete mystery to them because we've been living and breathing these materials for months. While focus groups and consumer research can help offer a valuable perspective, I believe that seeking an outside opinion, often from someone with no vested interest, can quickly provide the clearest view. In a similar vein, sometimes, we need to step back and examine our own assumptions, especially when it comes to our audience. As marketers, it's our job to know and sell to the people who want what we offer. The disconnect can happen when who we think we're selling to and who the actual buyers are don't align.
We often feel like we are supposed to have all the answers. But that doesn't mean we should be afraid of questions! By taking a moment to take a deeper dive into your customers' questions, wondering what led them to ask, and looking past your own assumptions, you'll be better positioned to meet their needs. Not only will you build a more loyal customer base but also you can move forward with the confidence that comes from knowing you're truly meeting their needs.
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