E.S.P. - Knowing your Customer, Before they Become your Customer
The basic definition of E.S.P. according to Dictionary.com, E.S.P. is the “extrasensory perception: perception or communication outside of normal sensory capability, as in telepathy and clairvoyance.”
Perception is a curious thing. It can cause us to look at statistics and metrics from so many different angles that we end up more confused than we were to start with about our customers. Taking a step back and figuring out who the customers will be or what they will need when they do become your customers can help in deciding a marketing plan of attack.
As a rule you want to be able to associate and understand what their problems that they face will be and be able to provide them a solution. And since there are so many tools in preparing yourself with this kind of data, it is imperative that we proceed with this “plan” in the balancing act of customer/company relationship management. These tools are our ways of having the “extrasensory perception” or “perception or communication outside of normal sensory capability.”
To ignore this capability is one of the main reasons that companies can not maintain customer relationships. By allowing ourselves to succumb to new ideas such as tracking data, keyword research, product research, and optimization, we can finally have this communication that is outside of our normal capability. It can provide us with the knowledge we need to be fully prepared for when the customers first meet the company. In other words, being proactive rather than reactive can eliminate stress and many losses in customers resulting in a loss of revenue.