Enhancing Customer Research with Domain Insights
I discuss a quick and effective method to conduct customer research using domain names. By leveraging public information and AI, I demonstrate how to gain deeper insights into potential clients, enabling more informed and personalised interactions.
Key Takeaways
- Utilise domain names for comprehensive customer research.
- Leverage AI to gather detailed company insights.
- Customise interactions based on strategic business objectives.
Topics
- Customer Success
- Digital Transformation
- AI & Machine Learning
Transcript
So here's my 10 minute customer research hack. From simply knowing the domain name that your potential customer's coming from, you can do a huge amount of research. And here's how I do it. So let's say that we have a large grocery chain has made an inquiry. First of all, we can research the company. We don't really need to ask them. Now we might be familiar with them, but we're probably not that familiar. The initial piece of research is gonna tell you broadly what they do, how big they are, et cetera. But you can go much more granular than that. So at ScreenCloud, we put screens into locations. What matters to us is the number of locations you have, the type of locations, and who is in those locations. For large companies, that is all public information, easy for AI to go off and actually understand. Then you have an understanding of the footprint that you're potentially working with. Now, given that you have the email address of the person who has got in touch, you can probably also then easily research their background, their job title, and that will give you a sense of what they are going to care about the most, whether they're coming from IT or internal comms or facilities management, whatever it might be. That will give you an inkling as to what you're gonna talk about. But you can even push that a step further. Public companies will talk about their plans and aspirations for the future as part of the information they put out to the market. So for us, when we were researching a large grocery chain, we could see that there were three really big cultural change initiatives that were happening around digital transformation, going paperless, ESG, and certain other things which would identify them, so I won't mention it. Now, digital signage could help in all of those different pillars. And when it came to time to doing the demo, we were actually customizing the content to the very big strategic pillars that even their own CEO had talked about publicly. So yes, you