It may seem obvious, but you’d be amazed at the number of companies who don’t pay enough attention to understanding their customer base. Companies such as these tend to have a very short shelf-life because customers simply won’t gravitate towards them. Understanding your market and your customer base is something that Futures feel very strongly about, and their Managing Director Erik Lickiss attributes his success to the fact that he has a clear understanding of our customers and what they want. This is pivotal to his work and he encourages other business leaders to do the same.
Erik says, ‘Understanding your customer base is all about listening to what people want. You need to understand people’s motivation. For example, some customers rate price as the most important factor that influences their decisions, while others tend to be happy to pay a little extra for a service if they know that they are going to get excellent customer service. Every single one of your customers is different, so make sure that you take the time to get to know them so that you totally grasp what is motivating them. This knowledge will help you to keep them happy, and therefore retain their business. Seek regular feedback from your customers and make sure that you are delivering the service that they are expecting. They will like the fact that you care so much and will be far more likely to give you repeat business in the future. It’s vital to listen to your customers – never just assume that they are happy – make sure they are.’
Erik’s direct marketing business is all about attracting new customers for his clients. This means that he has to be an expert in the psychology of business, perfectly understanding how to design an approach that will appeal. His results-driven service is in such high demand because it is so skilled at boosting his clients’ customer base, and therefore driving up their sales figures. Knowing his target market is an important part of the business and so Erik spends a lot of time getting to know his customers and understanding what makes them tick.
Futures are going from strength to strength and Erik has ambitious plans for the future development of the company. His reputation in his field is unrivaled and business is booming as a result of his hard-working ethic and attention to detail.