Customer Analysis

We work in a world surrounded by electronic white noise. The average American worker receives nearly 100 new email messages per day in their work inbox alone. Many of these messages are the direct result of companies such as yours and ours – marketing messages, sales communication letters, special offers and the like. Let’s face it, most of these messages are usually glanced over for a second or two, then discarded or deleted.

The white noise has programmed us to grant little attention to such emails. It’s not surprising; we do the same thing during television shows. Commercial time usually means a snack or bathroom break. So how do you ensure your message is truly read and digested?

The answer is quite simple: Relevance.

If a message piques your interest, it likely contains something that is relevant to you specifically. This might mean it’s a product you’re actively interested in learning about. Perhaps the message addresses a problem your company (coincidentally?) is looking to solve. In either case, relevance bridges the gap from marketing white noise to relevant communication.

In order to decide what's relevant to your target audience, you must first learn about it. Customer analysis can help your organization build a database of robust customer knowledge that you can leverage in a multitude of ways. Send only the messages that matter, and at times when they are more likely to be read. Call customers with offers you know will pique their interest.

Analyzing customer feedback can help you build this knowledge base. Once you have this customer analysis process on its way, you’ll likely begin to notice the white noise clearing up and your messages getting across.