Understanding the customer never stops.

The famous line on understanding customers, “if I asked them what they wanted, they would have said a faster horse” Henry Ford. This means that to understand our own customers, we need to continually understand their lives, context and how they interact with our brands. This means that we need to have strong ways of understanding our customer especially that we are now in an environment that we have never been in.

There is a need to understand all their pressure points and how this then translates to the products and services that we sell to them. It can’t just be a quantitative survey with some data, it needs to be real, in person interviews and observations, an immersion into their lives to understand fully what matters the most to them and in the way they interact with our brands. It is only with a solid base of understanding, that we are able to craft meaningful brand strategies that will meet our objectives.

So, when does it stop and you fully know your customer? Never!