It�s 9 a.m. Do You Know Who Your Customers Are?

It�s 9 a.m. Do You Know Who Your Customers Are?
By Warren G. Purdy

Most of us can probably remember the admonishment of the old TV public service ad that went something like the title of this article, but had to do with knowing where your children were. I imagine the majority of the millions of viewers who were subjected to this announcement probably were thinking: What type of irresponsible parents wouldn�t know where their children are?

It�s the same in business. As business owners, one of our most fundamental concerns should be to know who our customers are, and what they think about the products and services we offer. Without this type of information, it will be very difficult for your business to serve your customers effectively � or even survive! More specifically, we should know: 1) who our customers are (i.e., gender, age, income level, type of business, etc.); 2) what they think about critical issues such as the quality of our product/services; 3) their perceptions of our competitive strengths and weaknesses; 4) their purchasing behavior; and 5) their opinions on future product offerings.

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