A brilliant marketing colleague of mine taught me the three most important questions that need to be considered based on the customer’s perspective. These apply to both product and service providers in B2B (business-to-business) and B2C (business-to-consumer) organizations.
- Who cares?
To better understand who needs the company’s products/services, and how it matters to them.
- What difference does it make?
For insight on how the company’s offerings solve the customer’s problem or fills a specific need (rational and/or emotional).
- What’s in it for me?
To understand real and perceived benefits and the degree to which the customer feels the solution is worth paying for – in terms of money, time, and convenience.
Why are these marketing questions important?
Because they’re what your customers are asking themselves as they consider whether to do business with you or your competitors.
How do you learn the answers to these questions?
Your customers will tell you based on their experience with you, and they’ll tell others as well. If you’re not listening and responding to your customers — via feedback from front-line employees, customer surveys, complaint tracking, social media, etc. — then it’s time to start.