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  4. Understand your customers

Understand your customers

Get to know your customers, how to reach them and ensure you're delivering the right product for their needs.

Children looking at exhibits

Abbot House

© Welcome to Fife / Luigi Di Pasquale

Take the time to get to know your customers and develop an understanding of their wants and needs and you’ll soon see the rewards. That knowledge will allow you to pick the right channels, tailor your marketing and welcome more customers into your business.

Track your existing customers with channel analytics and store their information correctly in a customer database.

Not only will you see more customers making bookings, but you’ll get more value from every customer who does book.

Tracking your existing customers

Website analytics, tracking and cookies

Understand your audience with website analytics, tracking, and cookies. Gain key insights via email and social media.

Article
7 minute read

Customer relationship management systems

Learn the basics of customer relationship management systems (CRM) to help grow your business.

Article
6 minute read

How visitors plan and book

Walk through the customer journey from inspiration to planning and booking, looking at the information sources and booking channels that are used.

Article
10 minute read

How to define and refine your target market

Discover why knowing your target market is important to grow your business. Find step by step guidelines for how to define and refine your audience.

How-to
5 minute read

Customer travel trends

Find out how you can adapt your business to align with these customer travel trends and feature them in your marketing.

How-to
6 minute read
A couple waiting in line to make a purchase at a food van

Buying local produce at the Lobster Shack, North Berwick

Reach new markets

Turn insights into actions with our market guides. Walk through each market, taking the time to understand their motivations and how they plan and book. Follow our top tops on how to reach them with your digital channels and ensure you’re delivering the right product for their requirements.

  • How to reach new visitor markets

Related pages

Delivering a quality experience

Create the most memorable experience for each customer for all the right reasons and you’ll soon see the benefits.

Create an inclusive business

Create an inclusive business that all customers can enjoy without any barriers or restrictions.
Article
6 minute read

Showcase your accessibility with a Detailed Access Guide

Create a Detailed Access Guide to show visitors how accessible your business is.
How-to
5 minute read

Awards and accreditations

Winning awards boosts your profile, enhances credibility, and opens new opportunities in Scotland's tourism industry.
Article
6 minute read

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