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  • Writer's pictureTom Herman

How To Tell If Your Company Is Customer CONFUSED

Is your company customer confused?

Here’s how to find out: 👇

1️⃣ Ask your team members, “Who is our customer?”

2️⃣ Create a simple form containing the following categories:

- Demographics (age, income, family status, occupation, etc.)

- Psychographics (Interests, activities, opinions, personality traits, etc.)

- Media preferences and usage (where do they go for info/entertainment?)

- Challenges and pain points (what are they trying to avoid/overcome?)

- Goals and desired outcomes (what are they trying to get done?)

- Motivations and triggers (what makes them take action?)

3️⃣ Have team members fill out the form individually, providing as much detail as possible for each category.

4️⃣ Then review and summarize the results.

Do your team’s responses converge around a tight, single definition of the customer (or possibly several ideal customer types)?

Or is it impossible to discern a clear customer description from the widely varied opinions?

If it’s the 2nd result, your team is customer confused.

It’s a common issue - and a source of organizational stress and underperformance.

Customer confusion dilutes your team’s focus and keeps everyone guessing, chasing, and grasping at straws. It’s an expensive problem that many companies live with.

The cure for customer confusion is to achieve customer clarity.

Customer clarity requires observing, listening to, and learning from your customers.

This results in a deep understanding of your ideal customers, their wants, needs, motivations, and clear insights into why they choose to buy from you.

Customer clarity brings your team together and, when applied, ensures that company strategies, resources, goals, and objectives are supported by customer intelligence.

Choose clarity over confusion. 🎯


Ready to pursue customer clarity but need help getting started? Reach out, and I’ll get you moving in the right direction.


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