The rapid changes in technology, the explosion of information, and the ever-changing sales methods have caused consumers’ habits and thinking to constantly change. Sales staff have gradually discovered that the successful business sms promotional campaign model in the past does not work because the customer’s consumption psychology is no longer ” What can you give me?” but “What do I need? Can you grasp my pain points?”
But, what are pain points? To put it bluntly, pain points are needs, but how to discover human needs? This time the editor will introduce the “empathy map” extended from the value proposition map.
What is an empathy map?
“Empathy Map” was proposed by the American consulting company XPLAN to help users quickly break away from the self-centered framework. Before using an empathy map, you must first determine the context of the user’s situation, as well as the user’s purpose or task in this situation.
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This is a simple and convenient tool to help teams deeply understand customers and use this method to find out the needs of target customer groups. What does an empathy map look like? Next, let’s practice together with the introduction.
Figure 1: Empathy map tool, follow the exercises and see
This map is divided into 6 regions:
1. What are the main character’s thoughts and feelings?
In this area, try to understand the inner feelings and thoughts of customers, what emotions and needs they have when shopping.
2. What will the protagonist hear in life?
Try to understand things that customers may hear in their daily lives, including recommendations and comments from friends, family, or colleagues.
3. What does the protagonist see in life?
This area focuses on customers’ observations of their surroundings, including the products, advertisements, and events they see.
4. What will the protagonist say/do?
Analyzing the words your customers may say and their actions can help you understand their needs and expectations.
5. What is the protagonist’s pain?
This area focuses on problems, challenges, or confusions that customers may encounter, and we need to understand their pain points.
6. What will the protagonist gain?
Focus on the benefits the customer might gain, including the rewards or satisfaction they expect.
If I were her, what I would be thinking now is:
- I have been doing this job for a while. Do I want to further my studies or change careers?
- I hear group buying invitations from my colleagues every day. A friend has completed the first step of climbing a hundred mountains?
- I often double 11 shopee business tips say it’s great and I’m envious. But during the holidays, I don’t want to go out and just want to make desserts at home, or I go out only when I see a great dessert shop.
- My pain is that I want to do something different, but I have a lot of worries. What I got was a stable job and income.
The above are just ideas we made for certain situations, but to deeply understand customer needs, this requires the participation of more partners, and even personally interacting with customers, collecting their feedback through cg leads questionnaires, etc., from multiple angles Think. At the same time, we should also consider how to promote our products in customers’ daily lives, let them understand our products, and what feelings and thoughts they will have after using our products. In addition, we should pay attention to the possible influence of word-of-mouth among customers’ friends and social networks.
Summarize
Your target customer base will definitely not have only one layer. You must at least divide your customer base into three layers before doing analysis to know more clearly where the target customer group is. Also, because there are targeted follow-up marketing methods, channels, etc. You know exactly how to make a decision.