How to Recognize and Meet Unique Customer Needs

A client has never peed on my floor because I didn’t let them out. But they *can* be a lot like my dogs in other (less messy) ways. Let me explain: I have two dogs and I adore them both. Kemba is the smartest dog in the world. I got Cassie because she looked exactly like him. Silly me – I thought she’d be a perfect carbon copy. But their personalities couldn’t be more different. Kemba is obsessed with food. Cassie couldn’t possibly care less. Kemba only wants to sleep on our bed. Cassie will pass out on the floor next to hers. Kemba needs me to throw a frisbee for him every 16 seconds. Cassie flings a ball across the room and entertains herself for hours. I’ve learned that just because they look the same doesn’t mean they are. And it’s the same with marketing. This job would be a breeze if clients in a specific space always had identical needs – But they never do. For example: → I work with two outdoor apparel brands. One is family-owned and each decision is personal. The other is a $99M company owned by a €20B/yr one. → I drive D2C sales for some top fitness brands. There’s a specific audience for a $50 premium jump rope. And a completely different audience for a $200 jump rope system. → I’ve worked with multiple cosmetic companies selling foundation. Even when it’s the same product, same ingredients, same price point… They require different messaging based on the brand’s target audience. Marketers: You need to understand that every client is an individual. Your strategy may have worked for a previous client in the industry. But it’s not guaranteed to work for the next client with similar products. And Business Owners: Don’t rely on industry experience alone when choosing an agency. Because you deserve a strategy tailored to your unique offering. Instead of a copy of the strategy your competitor is using. You’ll have a mess (on your floor or in your marketing budget) if you ignore individuality.

You focus on your customers, right? After all, without customers, we don't have a business. But are you really focused on your customers? It is a question that I often ask myself. Am I really focused on what my customers need, their pain, and their desires? Or am I more focused on the market, the competitors, and what the industry analysts are saying? If you ask yourself these questions (or are curious if your CS or Sales rep is asking these questions), here are 3 ways to quickly tell if you are focused in the right place: 1. Innovation Leads Your Efforts. True customer focus means innovating for your customers before they ask.  Innovation comes from a deep understanding of the customer, their world, and anticipating needs and crafting solutions that surprise and delight. You wake up thinking about the customer rather than the competition. This proactive approach sets your offerings apart, making innovation not just an action but a mindset. Invent the future your customers haven't imagined yet. 2. You Prefer Depth Alongside Data. Surveys don't tell the full story; real understanding does.  Surveys are great, but they cannot replace talking with your customers, listening to their problems, and asking them what they want. This doesn't mean only building what they tell you they want but marrying the actual words they speak, the data, and your gut, intuition, and market knowledge to invent on their behalf. Sometimes, the thing the customer needs the most is something they don't know to ask for.  True insight comes from connection. 3. Exploration is Your Strategy. Efficiency matters, but so does the courage to explore.  Following the market, the competition, or your roadmap from 12 months ago will work, but to truly discover, to truly innovate, to truly solve the customer's problems - we must wander. We must follow our intuition, our gut, our curiosity to see where it leads.  Great discoveries often require a detour.

In my role, I often find myself advocating for the smaller accounts, those whose individual revenue may not seem substantial but collectively make up a significant portion of the business. This raises the question: why do companies start to neglect the immense potential within both mid-market and long tail segments when they pursue the enterprise space? Disregarding these customer segments isn't merely a missed opportunity – it poses a significant risk to long-term success. Here's why striking a balance with the entire customer base is paramount: 🔍 Diversification and Stability: Relying solely on enterprise clients can lead to over-reliance on a few big fish. Diversifying across segments ensures a more stable revenue stream, mitigating the impact of potential fluctuations in any one sector.  🤝 Catering to Unique Needs: Every segment possesses its unique needs and challenges. Enterprises typically prioritize comprehensive solutions and scalability, whereas mid-market and long tail customers lean towards flexibility, cost-effectiveness, and personalized support. Neglecting these distinct requirements risks missing out on valuable opportunities and potentially over-engineering or customizing your product. 📈 Untapped Growth Potential: The mid-market and long tail segments present untapped sources of growth potential. Disregarding these segments results in overlooking incremental revenue streams that, with time, can collectively surpass gains from enterprise clients alone. Prioritizing investment in nurturing these customer segments over time is crucial for ensuring sustained revenue. 🛠️ Innovation and Agility: Engaging with a diverse customer base fosters innovation and agility. Smaller customers often demand nimble solutions that can adapt to their evolving needs quickly. This demand for innovation can drive product development and keep your company ahead in a rapidly changing market landscape. 📣 Voice of the Customer: Listening to diverse voices across various segments offers invaluable insights into emerging trends and customer preferences. This feedback loop not only improves product-market fit but also cultivates stronger customer relationships and loyalty. Prioritizing an approach that values insights from all segments, rather than solely focusing on the loudest or most expensive voices, leads to a more holistic approach to both product management and creating an optimal customer experience. While the pursuit of enterprise clients can be highly lucrative, it's vital to adopt a holistic approach that encompasses the mid-market and long tail segments for sustained growth. When allocating resources, it's crucial not to overlook the smaller accounts, as they can also play a pivotal role, particularly during times of transition. These smaller accounts may unexpectedly serve as a lifeline, underscoring the importance of maintaining a balanced focus across all customer segments.  #CustomerSuccess #CXStrategy #Scale