I’m about to embark on another series of empathy interviews and I’ve found myself in the same place I do every time before I pick up that phone and reach out to my client’s customers. Nervous!
I’m nervous about the reception I get on the other end of the phone. I hate to think of the fact that I’m imposing on people’s day, perhaps I’m interrupting them. Sometimes people aren’t receptive to being asked their opinions. We are so used to getting surveys from organisations that when we receive a phone call from a human asking us questions we are surprised. “Wow, you actually are asking me real questions?” is what one of my interviewees said.
Here’s where I’m going to be honest 98% of my interviews are amazing and I’ve never gone without gaining incredible results. NEVER. It’s why I do what I do. I love bringing new insights to organisations and helping them learn more about their customers. BUT I have stumbled on 1 or 2 individuals who were let’s say not so receptive. Wait, I said I was going to be honest…. OK they were pretty nasty and of course these very short conversations are the ones that always stick out in my mind. Not the other 100’s of conversations that I’ve had. You know all those ones that were hugely valuable and insightful for my clients and entirely fascinating for me.
This is why I understand why organisations find it hard to reach out to their customers.
Despite the fact that asking your team to talk to your customers could be the cheapest and most valuable thing your organisation can do, it’s not being done.
It’s not my job….
It becomes even trickier when you get into debates of who’s job is it to talk to the customers. If you have a customer’s service team it’s them. If you have a service delivery team it’s could also be their job or a sales team… yep they’re right, there it’s up to them.
Here’s the problem with that. In a situation where you are delivering the service people find it hard to be upfront. They want the service to remain up to scratch so they’re not going to bite the hand delivering the service. Then there’s re-pour. Anyone in sales are good at creating re-pour it’s how to make a sale step.1 in sales 101. The customer wants a good deal, so I’ll keep my mate onside.
Whilst we all find it hard to ask for feedback it tends to go up a notch when its from a customer. No body wants to be reported as doing a bad job so let’s navigate this idea quicker than an F1 car at a round roundabout.
3 tips for getting customer insights FAST!
1. Put yourself in their shoes
Empathy is the starting point to success. Think abut what your customers are faced with and how your product or service is either helping them or potentially hindering them.
2. Have a plan
I said a plan. Not a script. Think about the key challenges your business is facing and how that relates to your customer.
Don’t get skewed feedback. Look at the relationship between the person asking the questions and the person answering. Here’s where a third party from outside your organisation is ideal.
3. Make it a focus
Think about the importance of the information you’re after. Remember the most innovative companies in the world all have one thing in common. Being connected to their customers and gaining insights on their needs.
Want to fast track the process of getting customers insights? Shortcut all the accountability issues, crush the lead time it takes to get insights and ensure you get open honest (not skewed) feedback that you can take right into your strategic planning. Here’s where I can help. Contact me for more details.
Let’s chat about how I can help your organisation become more connected to your customers.
Put the customer’s needs first and you’ll thrive.
“Know what your customers want most and what your company does best. Focus on where those two meet.”Kevin Stirtz