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7 ways to get to know your customer

How much do you know your customers? Basic information from purchase history doesn’t really tell you much about them, and around 80% of brands have insufficient data about their customers to allow them to create effective and targeted marketing campaigns, to increase repeat custom, as well as a wider audience. Since building customer relationships is essential to growing your market share in any industry, the more you can improve your customer data and how you utilise this, then faster your growth and more effective your marketing will be. So how can you get to know your customer better?

  1. Use all the data you can

The only way to really get to know your customer is to use all of the data that is available to you. You should access as much behavioural data and web analytics as possible. Free tools like Google Analytics are designed to give insight into the customer journey, as well as a breakdown of channels and conversions. If you have other tools you can use, make sure you’re using these to build the bigger picture when it comes to your customers.

  1. Think big!

Your attitude to your business can limit what you can achieve, so it’s important for small businesses to think bigger. Although the data they analyse may be smaller-scale and using less sophisticated tools, the process is just as valuable. Take advantage of these processes and as your business scales, your processes will already be in place to make the most of your customer data.

  1. Go social

Social media is often overlooked by marketers, with 7/10 choosing to ignore it for business marketing completely. If you can refine your social strategy, social media can be a great way to connect with new customers, and keep your brand visible to existing customers. This can encourage repeat purchases over time, and keep your brand fresh in the minds of customers.

  1. Extend the customer lifecycle


Every customer will have a unique customer lifecycle, based on factors including their past experience of your brand, and the level of relationship built so far. If you can increase this lifecycle, you can increase your customer value, increase future purchases or add additional services you provide to that customer. If you can stay in touch and connect at the points they are ready to purchase, then you’ll have almost guaranteed sales.


  1. Customer triggers

Identifying triggers can be helpful to see which customers are most likely to become repeat customers. Doing this will allow you to determine where to focus your marketing efforts and budget more carefully and strategically.

  1. Realise it’s about more than just a purchase

Past-purchase behaviour is something that many marketers will be familiar with and know how to utilise fairly well, but this can still be built upon. It is helpful to drill down into which channels are working effectively to direct purchases. Along with household composition and propensity scores, this information can prove invaluable in terms of targeting your future marketing in a cost-effective and strategic way.

  1. Always review

What’s worked in the past may not be what’s working now or in the future. Keep reviewing your methods and results and ensure you’re looking at your data in the most effective ways to really get to know your customer, rather than just getting stuck in what used to work.

Find out more by booking your place on our Know Your Customer course.

In-House Training with PTP

PTP stands for Practical Training for Professionals and our aim is to make our training as practical as possible so delegates can return to the workplace with skills they can implement immediately. PTP now delivers training to over 40% of the FTSE 100.

What you get for your money

What is 1-to-1 training?

1-to-1 training can be based on any of the 100 plus courses that PTP provides, it includes an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site one to one training session at your premises with one of PTP's expert trainers and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

You have the option of a line manager being involved in both telephone conferences, the second telephone conference which can be for feedback and action planning is generally scheduled during the on-site visit.

Who does 1-to-1 training suit?

Individuals taking on a new challenge or responsibilities. Professionals who want a trusted "sounding board" and thinking partner. Executives or managers who want to enhance their leadership effectiveness to achieve organizational and career success. Executives and professionals wanting to compete successfully but still retain balance in their life. Individuals who want to understand their blind spots so that they don't stand in their own way on their path to success. Executives and Professionals who want to improve their interpersonal skills so as to be more effective with bosses, peers, subordinates, or people in general. How much does 1-to-1 training cost?

A 1-to-1 training session costs from as little as £400 + VAT and will include an initial telephone conference of up to 1 hour, a 1/2 day (3.5 hours) on-site training at your premises and then a further telephone conference call of up to an hour within 2 weeks of the on-site visit.

What is U-Choose?

Choose from any of the 150 plus courses that PTP provides, and choose from 1 of our 50 plus UK wide training venues. You must book for 2 or more delegates and at least 4 weeks in advance, but that’s it, the course you want where you want it. The reason we ask for a minimum of 4 weeks notice is to enable us to market the course you have scheduled to other companies and organisations. However, if we fail to sell any additional places we guarantee to run the course just for you.

How much does U-Choose Training cost?

U-choose costs the same as our normal open courses i.e. the normal delegate rate. This includes lunch and refreshments throughout the day, framed certification and comprehensive training notes. A U-Choose booking can only be confirmed once we receive payment which can be made via credit/debit card, BACS or cheque. Payment is due at least 4 weeks before the date you request. Please note to be eligible for U-Choose you must book a minimum of 2 delegates on the same course & date.