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AI is now a permanent aspect of doing business. In a sea of AI-generated communications, I believe it will require moving beyond generic or generalized ICPs, which highlight who the customer is and their goals. Instead, we must understand the customer’s emotions if we want to stand out.
The challenges facing today’s firms are grappling with include:
🌑 Customer engagement has changed.
According to 6Sense, 70% of the buyer’s journey is completed before they reach out to a vendor. Known as the dark funnel, this creates challenges for firms to identify whether a customer represents 5% of customers in the market at any time or is part of the 95% that isn’t.
🎯 Mismatch between features vs goals.
Customers have outcomes they want to achieve. However, firms are often focused on the latest product features or outputs. This mismatch creates challenges for firms seeking to close deals more quickly and can contribute to why deals often stall. Customers want firms to tie the features and benefits to their goals and be clear about how it will help the customer accomplish their goals.
🌟 Generational shifts prioritize emotions.
Millennials and Gen Z decision-makers and influencers are bringing their whole selves to the table. This includes emotions. No longer can B2B firms ignore emotions as part of the purchasing process and relegate emotions to only a B2C concern. The type of emotions and when they are evident will make or break a purchasing decision.
How does the JTBD process impact customer outcomes?
🎮 Drives strategy.
Using AI helps to develop a hypothesis to validate about the customer. The insights gained through customer interviews provide clarity about the customer types, their decision-making processes, the triggers, and the whys behind their choices.
🔍 Unlocks context.
What are the customers’ aspirations that drive them to begin the purchasing process? It helps to identify what habits, pushes, pulls, and things they want to avoid are factors in the decision-making process.
💫 Surfaces customer emotions.
Different types of customer emotions, such as fear, aspiration, and anxiety, influence whether they proceed with a purchase.
Schedule a Discovery Session if you’re concerned about gaining a deeper understanding of your customer or whether your messaging resonates with them. Together, let’s create a growth strategy for your business.
