Don’t ask WHO your customer is. Ask WHY.

Asking “who” your customer is can give you a basic understanding of their demographics, location, and industry. However, it doesn’t tell you much about their motivations, pain points, and goals. To truly understand your customers, you need to ask “why” they are doing business with you.

Here are a few reasons why asking “why” is important.

It helps you identify their pain points

By understanding why your customers are doing business with you, you can identify their pain points and challenges. This knowledge can help you tailor your products or services to better meet their needs and offer solutions that address their specific challenges.

It helps you provide better customer service

Knowing why your customers are doing business with you can also help you provide better customer service. For example, if a customer is doing business with you because they value responsiveness, you can prioritise quick response times and ensure that their needs are met in a timely manner.

It helps you build stronger relationships

When you understand why your customers are doing business with you, you can build stronger relationships with them. By demonstrating that you understand their motivations and challenges, you can build trust and establish yourself as a partner who is invested in their success.

Tips and Tricks

So, how can you start asking “why” instead of “who”? Here are a few tips and tricks to get you started:

Ask open-ended questions

Instead of asking yes or no questions, ask open-ended questions that encourage customers to share their thoughts and feelings. For example, instead of asking “Do you like our product?”, ask “What do you like about our product?”

Listen actively

When your customers are speaking, be sure to actively listen to what they are saying. This means focusing on their words, avoiding distractions, and asking clarifying questions and answers when needed.

Take notes

Make sure to take notes during your conversations with customers. This will help you remember important details and insights that you can use to improve your products, services, and customer service. Include details on their mannerisms and tone of voice, and identify parts of your conversation that may lead to further discovery information.


In conclusion, asking “why” instead of “who” can help you gain a deeper understanding of your customers’ motivations, pain points, and goals. By using this information to tailor your offerings and build stronger relationships, you can drive revenue and position your organisation for long-term success.