Customer Signals You’re Probably Missing

If there is one thing I’ve learned after 2 decades of digging into markets and customers, it’s that customers are always telling you what they want.

The tricky part? They don’t say it directly.

Instead, customers leave signals - small and subtle clues hidden in their behaviors, choices and patterns. When you learn to spot them, these signals can be more valuable than the direct feedback you already have.

Below are the types of signals most businesses miss…

1. The Workaround Signal

Customers will improvise on their own when they can’t find a suitable product. For example:

• A customer using a spreadsheet instead of a dedicated tool.

• A buyer piecing together free resources when a less-than-optimal solution exists.

• A client hiring part-time or project-based help instead of a full service.

You should consider these workarounds to be bright red flags - they have a need, but they just don’t see a solution that feels right.

What to do: Document these workarounds and view each one as an opportunity to refine your offer, whether it be pricing, features or add-ons.

2. The Not Yet Signal

How many times have you heard: “We’re interested, but not right now.” You should view this as a competitor in disguise.

Customers aren’t saying no, but are putting the problem on pause. You’ll see it in the way they keep engaging with your content, asking detailed questions or settling for the cheapest option.

What to do: Treat these “not yet” signals as a chance for education. Create content or streamlined offers that meet them halfway.

3. The Language Signal

Customers will describe their problems with their own language in reviews, sales calls or social posts. Remember that these will not always be in the same language that you and your team use. For example:

• You say “customer retention.” They say “people keep canceling after the first month.”

• You say “market entry.” They say “we’re trying to figure out if it’s worth opening a location here.”

This customer-specific language shows what resonates, confuses and motivates them.

What to do: Capture the exact words your customers use and integrate them into your messaging. Mirroring their language will build instant trust.

4. The Small-Shift Signal

Markets don’t usually change overnight, but instead have small shifts that add up until it suddenly feels different.

Pay attention to signals like:

• Customers asking about values even if it’s not part of your company ethos.

• More buyers requesting flexible payment options.

• A growing interest in lighter versions of your products and services.

Consider these to be early signs of a shift and grab this new wave before your competitors do.

What to do: Track these small shifts - they can be worth testing a new feature, product tier, or pricing strategy.

5. The Engagement Signal

Sometimes the most valuable signals aren’t about what customers buy, they’re about how they engage.

Engagement signals show you what really matters to customers. You’ll see which emails they read, which posts they share and the features they rave about. Consider these to be clear clues about where they find the most value (and where they don’t).

What to do: Double down on what’s working. If a certain type of content or feature brings major attention - invest in it more.

Your customers are leaving a trail of signals every day. But are you picking them up or letting them slip by?

Need help seeing these customer signals? You can reach me at kristen@kklresearch.com.