I’ve been working with clients lately on defining some of the needs their customers bring with them and the ways that the client’s businesses can meet those needs in order to become more relevant and to improve business performance.
We can then incorporate the ways in which they meet those needs for their ideal customers into their communications and get ready to welcome more, and more satisfied, visitors.
Google has published some interesting research insights on the consumer travel decision-making and booking process.
Key points are that the the research and purchase process doesn’t necessarily end when a booking is made, and that individual consumer needs outweigh price in determining choice of products or services.
The process of identifying ideal customers will reveal some of the underlying needs they are looking to satisfy, what it is that motivates them.
This information is often hiding in plain sight within your business, and can be brought into the light of day by some careful thinking, discussions with your team and some other processes that can be undertaken pretty easily.
If you’d like to know more, or would like to identify your business’ ideal customers, please get in touch.