We are in the business of customer truth
The most powerful element that can be used by any business leader is authentically understanding, engaging and connecting with their customer. Not just the voice of the customer through a set of data points, but their mind, their true perspective completely. Why they do what they do. How they think, feel, act. What is actually true based on interacting with them holistically and understanding how and why you are making an impact in their lives. Customer truth is what connects your story with your customer’s story. This is what we enable our clients to do every day.
The Missing Component to Winning in the Experience Economy – Understanding Your Customer Truth is the Key It isn’t enough for businesses to simply gain an understanding of their customers in terms of their experiences with brand, product, and services. Brands need to understand their customer holistically—their lives, the attitudes, options, and values. In essence, they need to understand their customer’s truths.
Customers: Ask them about their experiences
What’s more important than your customers? Make sure you’re listening to them.
Big data helps us understand human actions and behaviors. Small data helps us understand the attitudes, motivations, and emotions behind those actions and behaviors. You need both to truly know your customers. And to use both as part of an always-on strategy to continually improve your customer experience.
Brand: Learn what people say when you’ve left the room
Jeff Bezos, founder of Amazon once said:
“Your brand is what other people say about you when you’re not in the room.”
The best way to find that out is to ask them . Are we the leading brand? Find out how your brand stands up to your competitors. Get into your customer’s minds. What do you think of us as a company? Why do you buy from us? Why do you leave? These are all truths you can only get from getting to know your customer. Let us help.
Product: Create something people want
A product might be a bottle of shampoo, the dashboard of a truck or a chain of wine-tasting hotels.
You might have a new invention or a new range of products. The questions are always the same. Is there a demand for this? How much will people pay? There’s little point in creating a new product if nobody would buy it. Look into what people want, and whether they’d buy it from your brand.
Nothing is perfect straight off. Every design or creation goes through change: tweaks and refinements to make it better, year by year. What are people doing in store or online? Get insight into your shoppers. What’s my user experience like? Figure out where people get confused and if you need to improve your instructions.
Employee: Listen to the heart of your business
People make a business. Happy employees lead to successful companies.
Are they happy? Run surveys to see how your culture is doing, and why people stay with you, or not. Did our message go down well? When you make a big announcement, get feedback and see what people really think. Should we set up a forum? Give people a place to post feedback.