Crippling Assumptions

Most of us assume we know what our clients or customers know about us, and what they need from us.  And most of us are probably wrong.  Case in point: a recent survey suggests that almost three-quarters of consumers don’t understand all of the ways their bank or credit union can help them.  Surprised?  There’s more.  Most of them — about 80% — wish their institution would communicate more often with them.  But they want it to be done right; they don’t need information about products they already have or don’t need (for example, a 65-year-old probably doesn’t need information about a mortgage loan or starting an IRA).  So don’t assume.  And don’t assume this is limited to banks.  How can you find out what your customers need to know…and how can you provide it to them?