All posts filed under: Sales


Know Your Customer

Have you noticed that when you buy something from an online bookshop you’ll soon receive their suggestions on what to buy next? There is a huge push in the consumer contact industry to collect metrics, preferences and tracking data to capture buying trends. Merging and cross-referencing data across various platforms helps companies build their individualised customer profiles. The purpose is to provide customers personalised marketing—but it can sure feel like you’re being spied on! “Knowing and understanding your customer is an integral part of running a profitable business,” says business mentor Rob Drage from Thexton Armstrong Drage in Faulconbridge. “But, on the other hand, it is possible to ‘know’ too much about your customer, to the point of second-guessing them, and neglecting to find out the truth.” So, how can we learn about our customers’ wishes without invading their privacy? “It does not take very much effort, through a conversation with your customer, to find out, for instance, what they do, how old they are, where they shop, what car they drive, whether they own …