// EDITOR ’ S QUESTION //

MANY SMES FALL INTO THE TRAP OF ASSUMING THEY KNOW HOW THEIR CUSTOMER USES THEIR PRODUCT AND WHAT THEY NEED BASED ON INTUITION . hen I founded Crews By Core , a platform that streamlines projects and activities , I knew that alongside developing exceptional technology , the success of the platform hinged on understanding our customer . As business leaders , it is our responsibility to ensure that this happens before you try to make a single sale .

WakeCap , which recently acquired my company , is changing the face of construction in Saudi Arabia and beyond , working with KSA ’ s government ministries to make the construction industry better and safer for everyone .

But as with any successful company , WakeCap and Crews by Core both started out by delving deep into understanding the needs , behaviours and desires of their potential customers .

But how do you do it ? The answer lies in leveraging technology to solve your customers ’ biggest pain .

Understanding the problem your customer faces is the most important first step . The first problem we hear is probably too broad and the real issue – the product epiphany – is three or four levels deep . In industries such as construction , with inherent workflow complexity , it ’ s critical to spend time face-toface and in work and also in a relaxed environment .

“ Data is the new oil ,” says WakeCap ’ s Founder , Dr . Hassan Albalawi , and I couldn ’ t agree more . Many SMEs fall into the trap of assuming they know how their customer uses their product and what they need based on intuition . Even if we ’ re right , it ’ s a small glimpse into reality . Tools like Google Analytics , social media insights and customer relationship management ( CRM ) systems can provide data about who is engaging with your brand , what they ’ re interested in and how they found you . We use data analytics to identify patterns and trends in exactly how people use our product ; every click , which features are really used . Are your customers coming from a particular area ? Do they share certain behaviours , such as frequenting specific websites or engaging with certain types of content ?

If you collect a solid base of data , you can discover even more insights with AI and Machine Learning . Some of it is invisible in the platforms you already use but being proactive about trying new systems can help you predict future customer behaviour based on past interactions and segment your customer base into highly targeted groups , enabling custom strategies that are more effective than generic campaigns . And in some cases , it can reveal how to improve your product or what features it ’ s missing .

Understanding your customer is important and ongoing so you need to see where they are and where they want to talk about your product . Today , we interact with brands across multiple touchpoints , from social media and email to stores and customer service lines . An omnichannel approach ensures your brand is present wherever your customers are . Technology plays a crucial role here . Marketing automation platforms can help you deliver the right message at the right time .

Finally , our customers are always changing , the environment is changing , our product is changing , the economy is changing so getting to know your customer is an ongoing process . The market evolves and so do preferences . Test your assumptions using A / B testing and other experimentation tools .

22 Intelligent SME . tech