9 Ways To Use Communication For Better Understanding Customer Needs

  Taylor Pettis    August 6th, 2020

Better Understanding Customer Needs

In order to provide the best service possible, you’ll need to thoroughly understand your customers. This is, after all, why brands put so much research into identifying their target demographic. Fortunately, though, there’s a handful of strategies that you can take advantage of regarding understanding customer needs. Not sure where to start? Don’t worry, we’ve got you covered. Let’s take a look at everything you need to know.


In order to establish proper communication with your audience, you’ll need to provide them with a sufficient opportunity to voice their opinion. This will help you tremendously to get a better understanding of your customers’ needs.

This could be something as simple as a short survey. It could also be something more comprehensive, such as a request for your customers to highlight areas of improvement that your company needs to focus on.

You could also encourage positive feedback so that you understand what you’re already doing correctly.


Making too many moves behind the scenes can easily erode the trust that your audience has in your brand. While you don’t need to announce everything that you do, major plays should be conveyed in a timely manner to your audience.

For example, if an online store is making significant changes to its shipping policy, the brand should announce this within a reasonable amount of time before the changes take place.

Otherwise, customers will be left to find out on their own and may feel betrayed as a result.


When communicating as a brand, it’s essential to add a human element to your brand’s voice.

This is due to the fact that people are far less likely to resonate with a company that only communicates as itself and not the people behind it.

For instance, even brands they offer luxury products or services should still convey the values of the people who work for the brand, their priority on customer satisfaction, etc. This will greatly aid your ability to establish strong communication with your audience.

Discover 3 Ways to Communicate Clearly Using CCM


Proper self-awareness is an attribute of a brand that can effectively communicate with its customers. To elaborate, you need to be aware of what your brand can realistically provide, what it can’t, and areas where it needs to improve. Moreover, you have to work to understand your customers’ needs to know where your company comes through for them and where it falls short.

For example, it’s likely to be off-putting if a company that offers subpar service is attempting to establish itself as a top player in the industry.

This isn’t to say that brands need to be self-deprecating, though. They simply need to be conscious of their capabilities.


After communicating with your customers, it’s important to provide them with a handful of steps that they can take depending on their needs.

For example, an email regarding the aforementioned change in a company’s shipping policy could have links at the end of the message that allows customers to learn more about the changes on their own or contact someone with any concerns they have.

Otherwise, you risk alienating members of your target demographic who may not agree with the changes or aren’t sure how it will affect them.

The strategy can be used with any conversation you have with your audience, though, it doesn’t apply only to serious topics.


As you may expect, social media is one of the most efficient ways that you can get in touch with your audience.

Not only does it provide you with a platform that can be used to communicate with all of your followers at once, but your audience will also have the opportunity to message your brand directly.

Be sure to take all interactions on social media seriously, though, even if the platform itself isn’t inherently serious. The last thing you want to do is give off the impression that you don’t care about your customers’ needs.

Find out How to Use Infographics on Social Media to drive customer engagement


In order for effective communication to work, it needs to be consistent throughout your entire company. This means that all of your employees should be trained on how to effectively speak to your audience.

For example, if your company’s emails and social media posts are formal and refined, your audience may be confused when they speak with someone on the phone (or in-person) who has a very casual demeanor.

So, it’s often worth holding a training session or two to ensure everyone on your team is up to speed. Additionally, you can also establish customer communication software that your employees can utilize to handle any and all concerns that your audience has.


Ironically, many companies forget that half of communicating is listening. No matter how you speak to your audience, you won’t get very far if they don’t feel their own voices are heard.

While you won’t always be able to accommodate every member of your audience, you can at least assure them that you have taken their comments or opinions into account and will keep them in mind while moving forward. Go the extra mile to understand your customers’ needs.

Discover the 7 Most Important Questions to Ask Prospective Customers


One of the biggest mistakes that you can make as a brand is taking too long to respond to your customers. Not only will this make your audience feel as though there’s no point in reaching out to you, but they may also have their concerns answered by another company, as well.

Although it can seem overwhelming to have conversations with a large number of customers, it’s simply an obligation that can’t be ignored if your company aims to understand its customers’ needs.

Find out the Biggest Customer Experience Mistakes to Avoid


But it doesn’t have to be.

With the above information about understanding customer needs in mind, you’ll be well on your way to making the decisions that are best for your company.

Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.


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