Building A Customer Point Of View

Published on August 29, 2023 by Sawyer Middeleer

Building A Customer Point Of View

In today's robust marketplace, understanding the customer's point of view has never been more crucial to the success of a business. The practice encompasses not just a cursory glance at customer feedback and behavior but deep, insightful analysis into their journey, needs, sentiments, and preferences. For organizations aiming to cultivate lasting relationships and spur business growth, constructing a comprehensive customer point of view is both an art and a science.

Understanding the Customer Point of View

A customer point of view is a structured perspective on how a potential or existing customer views a company's products or services, their overall brand, and the problems they solve or create. It digs deeper than surface-level reactions, seeking to understand the driving forces behind customer choices, loyalties, and aversions.

This customer-centric philosophy compels companies to transcend their internal bias, aligning product development, sales approaches, and marketing messages with the actual demands of their target audience. It demands they don the customer's shoes and walk their path, looking through their lens to appreciate their unique context and experience.

Why a Customer Point of View Matters

Before we delve into how to build a customer point of view, let's clarify why it's so vital:

  • Enhances Product Fit: Products that align with customer needs have higher adoption rates and customer satisfaction.
  • Improves Customer Engagement: Marketing messages resonate, and engagement climbs when content speaks to the customer's specific life situations and problems.
  • Drives Innovation: By understanding customers' evolving needs, businesses can innovate to stay ahead of market trends.
  • Reduces Churn: Companies that proactively address customer challenges and concerns are more likely to retain their customer base.
  • Fosters Brand Loyalty: Customers engaged at a personal level feel valued, fostering strong brand relationships.

Building a Robust Customer Point of View

The process of building a customer point of view is iterative and demanding. It consists of collecting and analyzing data, deriving insights, and transforming those insights into action.

Conduct Thorough Customer Research

Understanding your customer begins with research — not just any research, but targeted inquiries that strip away generalizations in favor of detailed customer personas and journey maps:

  • Quantitative Research: This includes surveys, usage analytics, and other methods that provide hard data on customer behavior and preferences.
  • Qualitative Research: In-depth interviews, focus groups, and ethnographic studies offer nuanced insights into the customer's experiences and emotions.

Define your Customer Personas

Distill the research into defined customer personas — semi-fictional characters that represent the real, varied segments of your customer base. These should encapsulate demographics, behaviors, motivations, and goals, offering clarity about who your customers truly are.

Map Out the Customer Journey

Chart the customer's journey from awareness to consideration, purchase, and beyond. Identify key touchpoints and consider the customer's feelings, pain points, and obstacles at each stage.

Synthesize Data into Insights

Armed with data and observations, you must now synthesize this information into actionable insights. What are the recurring themes? What do customers truly value, and where do gaps exist in your offering or messaging?

Apply Insights Across the Business

The customer point of view is not merely an item to be documented and shelved. It must be integrated into the operational fabric of your company:

  • Product Development: Products must be iteratively refined based on ongoing customer feedback.
  • Marketing & Sales: Messaging and sales tactics should be rooted in an understanding of the customer's world, addressing their top concerns and highlights how your solution helps.
  • Customer Service: Support teams must be trained to respond with empathy, addressing issues in ways that reflect the customer's view.

Continuously Revise and Update

A customer's point of view isn't static; as their world evolves, so too should your understanding. Make it a practice to revisit and update your customer insights regularly.

Best Practices for Building a Customer Point of View

The following best practices can anchor your approach to assembling a customer point of view:

  • Make it a company-wide initiative; everyone from sales to product to C-Suite should be involved and informed.
  • Utilize social listening tools to gather unsolicited feedback from customers across digital channels.
  • Foster a culture of empathy, encouraging employees to intuitively prioritize the customer perspective in their roles.
  • Build feedback loops into product life cycles and customer service interactions, using each interaction as a learning opportunity.
  • Invest in customer relationship management (CRM) tools to consolidate customer data and insights in one place for easy access and action.

Case Study: Aomni and the Customer Point of View

Consider Aomni, an AI platform catered towards B2B sales. The system was developed with a clear customer-centric approach. Not only does Aomni compile real-time account research and competitive insights, but it also tailors each aspect of the sales content to resonate with the end-user — sales representatives looking to close deals efficiently and strategically.

From the onset, the creators of Aomni recognized that a one-size-fits-all solution would not suffice. By embracing the perspectives of the sales teams they aimed to serve, they created a tool that minimizes effort and maximizes output for its users, effectively embodying the customer point of view in their product.


In crafting a customer point of view, businesses must channel resources into understanding who their customers are, what motivates them, and how they behave. This knowledge forms the bedrock of a customer-centric strategy, one that empathizes with and caters to the actual needs and desires of the clientele. When you truly comprehend the customer's perspective, you unlock the potential to innovate, engage, and excel in ways that not only meet expectations but exceed them. This is the essence of a customer point of view, and it's the key to unlocking sustainable business success.

Remember, the journey doesn't end at a single point of view. It's a continuous conversation, ever-evolving as the customer evolves. Stay engaged, stay curious, and always strive to see the world through your customer's eyes.

Take your workflow to the next level