Sustainable Client Insights
Did you know that by developing a deeper understanding of your customers, as a sustainable marketing practice, you can grow your business faster?
Benefits of customer insights
Customer insights can help you to reduce wastage of your people and capital resources by:
- developing products and services that better appeal to your customers
- promoting your business where your customers read, watch or visit
- focusing your marketing budget on the best-performing activities
- eliminating activities that perform poorly.
What insights should I gather?
Sustainable Marketing recommends that businesses capture the following types of customer insights:
- where customers are located
- where customers heard about your company
- what factors are important to your customers when purchasing from you
- how satisfied and loyal are your customers
- how customers see your company.
How should I use client insights?
We recommend embedding the following simple questions into your everyday business activities. You can also download a sample of a sample sustainable client insights survey.
| Tool | Question(s) | Target | When | Why |
| Location identification | What is your postcode? | All customers who make a purchase | Daily | Refocus marketing promotions in areas of biggest geographical opportunities |
| Rear mirror promotions | Where did you hear about us? | All customers who make a purchase | Daily | Identifies the best performing current promotions Measures the effectiveness of current promotions |
| Predictive promotions | Are you likely to buy in the next 6 months? What media will influence your decision? | All new enquiries | Daily | Predicts where you should be promoting your business in the next 6 months Allows you to advertise in the right medium at the right time |
| Importance factors | What factors are important to you when purchasing our product or service? Please rate us on these factors. | All customers who make a purchase | Six monthly survey | Allows you to:
|
| Customer loyalty | How likely are you to refer us on a scale of 0 to 10? | All customers who make a purchase | Six monthly survey | A high score of 8 and above (averaged all client responses) is a strong predictor of growth |
| Brand perception | What three words come to mind when you think of our company? | All customers who make a purchase | Six monthly survey | Allows you to refine your brand positioning and your promotional messages. |
Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.
Book a complimentary meeting on 07 3446 5837 or via email us here.
ABOUT THE AUTHOR
Maria Anderson is the Founder & Managing Director of Sustainable Marketing Services, a multi-award-winning Brisbane marketing agency known for integrating brand, marketing, digital, PR, and social to deliver measurable, sustainable growth. A data-driven strategist with over 25 years’ experience, she helps businesses launch, grow, and protect their brands with results-focused strategies.