Marketers wear a variety of hats - campaign managers, researchers, social media directors, content creators, etc. But perhaps the most important hat to be worn is the one of relationship management. The success of a business will ultimately depend on that company’s ability to acquire, please, and maintain relationships with customers. So, marketers, put on your best, most thought-provoking thinking caps because it’s time to think like a customer.

SHORT-TERM GOALS FOR LONG-TERM REWARDS

Distinguishing the difference between what people desire in the short-run and in the long-run is the first step towards successfully thinking like your customers. For example, instant gratification is something that consumers seek out in this digital age. People have grown accustomed to receiving a good or service immediately, with little to no waiting period. Immediate satisfaction, then, would be an appropriate short-term goal to prioritize. Thinking like a customer in more short-term, time-sensitive terms will benefit not only the customer but also the company, as the customer becomes increasingly satisfied with, and dependent on, the service or good they receive. Over time, repeat customers transform into loyal clients with whom meaningful relationships can be established.

MAKE DATA-DRIVEN DECISIONS, BUT WITH CAUTION

Another important thing to keep in mind as a marketer in the midst of this digital transformation is that data can tell a story — but oftentimes that story should be regarded as a cautionary tale. In this data-centric era, analyzing numbers and trends can definitely give key insights into consumer behavior. However, data can often lead you astray if you fall into its trap of misleading information, which is why it is sometimes necessary to take the “grain of salt” method when dealing with facts and figures. Marketers might be tempted to abandon their more human, personal ways of thinking like their customers in favor of easily interpreting raw data right in front of them. This approach comes with the risk of making broad assumptions based on highly specific data. For this reason, using data more so as a means of supporting a claim about consumer behavior is more favorable than solely relying on it. Coming to an understanding of how customers think can best be achieved by, unironically, thinking, not by mindlessly regurgitating out-of-context data. In other words, thinking about customers as more than just a number on a spreadsheet will facilitate the process of actually thinking like one. After all, customers are people, too.

HOW IGNITEPOST CAN HELP YOU THINK LIKE AND CONNECT WITH CUSTOMERS

Now, marketers, it’s time to ask yourselves, “What do customers want?” As previously mentioned, customers seek personalized, authentic experiences -- experiences that, in the short-run, will leave them feeling valued and satisfied. Here at IgnitePOST, we are seasoned veterans in helping you make your customers feel appreciated and personally touched. Sending direct mail is one way to jumpstart that short-term goal of creating a happy client base, a foundation upon which long-term relationships will be built. Secondly, you might ask yourselves, “Is there data out there that supports this decision to send a handwritten note?” Indeed, there is. A metric called ROI - Return on Investment - is a dependable way to judge the effectiveness of this method. Employing IgnitePOST’s services allows you to achieve an ROI of 11x that of your previous result. Coupled with the knowledge that customers respond well to deliberately genuine attempts to connect with them, you are sure to take a step towards actualizing your long-term goals.

STEPS TO EFFECTIVELY THINKING LIKE YOUR CUSTOMERS

In summation, follow these steps to think like your customers and see results:

1. Identify customers’ immediate needs and wants
2. Find data to support your findings
3. Execute your course of action
4. Pivot to long-term retention and create meaningful relationships

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