What happens when you fall in love with your customers? Aside from the typical starry-eyed craze, a person who is wildly in love has insatiable curiosity and uncanny adaptability. For a business, this implies customer-centric listening and customer-focused decisions, which result in winning customers’ hearts and budgets. Greater sincerity in love much more likely results in longer-lasting happiness, i.e. self-sustaining business results.
Insatiable Curiosity: Customer-Centric Listening
? More vivid than traditional surveys:
The last time you asked a new frasesparaenamorarz friend what they considered something you did, you probably were intent on their body language and their words. Everyone knows that a lot of of communication is nonverbal – up to 80%. Additionally, up to 95% of thought, emotion and learning occur in the unconscious mind. Yet most approaches for capturing the voice of the client tend to concentrate on verbal mechanisms. We typically measure conscious, verbal areas of specific product and service elements. As Gerald Zaltman explains in his book How Customers Think, metaphor-based research – alongside techniques like paired item response latency, stories, and consensus mapping – have paid dividends for savvy companies like BofA, DuPont, Glaxo Wellcome, Hallmark, HP, Immunex, Mercedes, Motorola, P&G and Samsung, among numerous others. The major glitch is that this type of research is normally limited by applications in marketing promotion strategy and innovation of products – you will want to take these extremely valuable insights and apply them to your customer sentiment monitoring (e.g. satisfaction surveys, customer experience measurement)? A picture’s worth a thousand words, and for gaining a genuine understanding of the customer’s world, it’s worth its weight in gold.
? More broad than traditional surveys:
When you zero-in on a choice (i.e. create a purchase), you may proceed through a lot of steps which are less visible to others. And your expectations are often influenced by transactions and impressions from very different products and services you utilize in all aspects you will ever have. Avoid the temptation to create your surveys based on your personal brainstorming, or using leading-questions for customer confirmation of one’s survey design. A more holistic understanding of your customers’ world can lead to highly rewarding customer experience innovations, such as for example home delivery of groceries, store credit for returning printer cartridges, and Apple’s revolutionary iTunes along with the initial launch of its iPod. Social media marketing usage is recommended by two-thirds of U.S. consumers to recognize service and support issues, based on the CustomerThink June 2009 survey. Customer complaints, ethnography (observation research), and unsolicited comments to sales and service personnel are also extremely valuable in gaining a uniquely valuable knowledge of the customers’ world for sustainable differentiation.
? More colloquial than traditional surveys:
Once you give feedback to friends and family, you use your personal words. Let customers use their very own words, too. If you are afraid that customers cannot articulate their needs, or that they lack sufficient sophistication to speak meaningfully about things that will help you innovate and improve your processes, read the preface in Anthony Ulwick’s book What Customers Think; you’ll find out how exactly to reframe your approach to access truly valuable insights. Create a point of conducting periodic thorough research with the techniques described above, and then adapt your quantitative monitoring surveys to items and phrasing identified in the customers’ world, rather than making customers adjust to yours. Then you can certainly either train your organization to look at customer phrasing, or it is possible to translate customer phrasing into your industry jargon for internal use.
Uncanny Adaptability: Customer-Focused Decisions
You anticipate your feedback to be acted upon. There is nothing more disillusioning than to feel ignored. Yet two-thirds of voice of the client (VoC) programs are limited to pure data collection, reports the Temkin Group’s Assessing the Maturity of Voice of the Customer Programs (study of 199 companies in September 2010). Their handy two-page self-assessment tool is a wonderful guide toward VoC maturity across 4 stages: collecting data, analyzing data, collaborating cross-functionally for continuous improvement, and transforming business-as-usual to seriously customer-centric operations. Although some companies have diligently monitored voice of the client since their launch of total quality management in the 1980s, the Temkin Group survey revealed that only 57% of large UNITED STATES firms have a formalized VoC program. And only 5% come in the best maturity Transforming stage! Action-oriented customer listening may be the only way to make great strides in improving customer experience, differentiating it as a competitive advantage, and reaping ROI for your VoC efforts – ROI both from your perspective, and your customers’.
? Sensitive to circumstances:
To stay in a relationship, you want your expectations to be respected and anticipated. Market segmentation strives to customize the marketing mix to homogeneous customer groups. Yet typical demographic, psychographic or behavioristic segmentation approaches usually do not always reflect customers’ experience viewpoint. Expectations management is the key to long-lasting relationships of any kind, and expectations differ more by the circumstances that trigger a person experience journey. For the past decade, the innovation community has advocated this approach (see The Innovator’s Dilemma and The Innovator’s Solution by Clayton Christensen), citing positive results. Start with the customers’ world research described above, customer personae can be developed predicated on customer experience circumstances that yield varying expectations. GE Healthcare presented an excellent exemplory case of customer experience segmentation in a recent webinar (see EMMGroup.com). Share your customer experience personae far and wide throughout your organization. Circumstance-based segmentation yields customer experience personae that aid organization-wide understanding and decisions in more accurately and profitably catering to customers’ expectations.
When you’re in love, your world revolves round the one you love. Customer-centricity, as the phrase implies, requires an organization to revolve around its customers. Develop insatiable curiosity and uncanny adaptability, and reap the rewards you’ve been seeking in customer experience management.