Understanding customers key to business growth — Marketing Expert

The Head of Marketing at Edern Security Services, Hannah Yeboah, has urged businesses to prioritize understanding their customers in order to remain competitive and meet market demands effectively.

In Ghana, while marketing has contributed significantly to the growth of local businesses, many companies still overlook the importance of detailed customer analysis. Speaking on  Business Breakfast on Zed, Ms. Yeboah reiterated that knowing your audience is key to offering meaningful solutions.

“Every business is solving a problem, so if you don’t know the problem of your customers, you can’t offer solutions to them,” she stated.

She added that when you truly understand your customers, you’re better positioned to meet their needs.

Ms. Yeboah explained that conducting thorough customer research allows businesses to identify the three key categories of customers: the buyer, the payer, and the consumer. She said these categories play distinct roles in the purchasing process and should be factored into marketing strategies.

“In marketing, it’s crucial to consider three key roles: the user of the product, the decision-maker, and the one who pays for it. Overlooking any of these roles can undermine your strategy and lead to business failure,” she noted.

Ms. Yeboah also highlighted the evolving nature of customer engagement, noting that in the digital era, feedback mechanisms and data-driven tools are vital.

“Gathering customer feedback is crucial. You can reach out to existing customers to learn about their experience or even engage potential customers who’ve shown interest but haven’t made a purchase yet,” she stated.

She noted the role of technology, particularly artificial intelligence (AI), in helping businesses gather and analyze customer insights.

“Businesses can use online tools and platforms to collect feedback, understand buying patterns, and improve service delivery,” she stressed.

Ms. Yeboah advised businesses to invest in digital feedback systems.

“Platforms like Jiji and similar marketplaces allow businesses to integrate feedback systems where customers can share their experiences, providing invaluable insights for improvement,” she emphasized.