Putting a priority on searching for change and opportunities that arise from change? Customer insight is a great place to find a happy customer needs, yes? Simple ways to maximize customer insight can be a great way to improve your business.
The entrepreneur always searches for change, responds to it, and exploits it as an opportunity.
Peter Drucker
Let me share an experience with you.
Recently I had the occasion to visit my local Best Buy. While I was there for one purpose, I decided to have a look at some of the new tablets. A very helpful young man came and provided me with excellent information about the various features and benefits to the different offerings. I wasn’t interested in purchasing that day, so I thanked him and went on my way with my other purchases.
When I went to pay, I asked if I could provide a positive comment about one of the staff who had been so helpful.
The answer was that to provide feedback — either positive of negative — I needed to visit their website. When I explained that I wasn’t interested in filling out a survey — I simply wanted to pass on a compliment to a manager for a job well done by a staff member — I was told they were not set up to receive comments at the store level. Of course, I could have requested that I speak with a manager or a supervisor, but it wasn’t worth my trouble.
It would appear that Best Buy isn’t interested in hearing feedback. That is not a good thing for any business, is it?
We conclude that many businesses either don’t put a priority on collecting inputs from their customers or don’t know how.
In this article, we will offer some effective tips to perform insight collection and simple analysis. Let us get started with tips.
Connect
Connect and always try to move closer to all your customers and especially your best customers. You learn most when you build close relationships with them.
Change your perspective and consider alternative roles. Try and eliminate the single role perspective at all costs and view things from as many angles as possible. You will be amazed at the difference it will make.
Happy customer.
Happy customer … never overlook details
There are no details you should consider as ‘unimportant.’ Until you put all the pieces of the puzzle together, it is difficult to know the importance of each of these customer needs and priorities.
Look for connections
Do you consider connections between seemingly unrelated observations? Try and connect the dots between different facts and observations? It is crucial to continue iterating and building the puzzle of facts and their relationships.
You are never done putting the customer puzzle together, are you? I hope not because the customers are changing quite rapidly.
Maximize customer insight … always dig deeper
Digging deeper is essential for uncovering more details. Can you think of ‘just one more question’? Use all of your curiosity and imagination.
Each new fact that you discover often generates new information needs. All of us need to keep up.
Use your personal experience
Use what you have learned previously, but don’t be biased by it. Don’t let your values and views take charge of getting the true picture.
Always look for evidence to continually validate and refine the insights you have gained.
Now let’s examine an example to amplify these tips:
Just before Thanksgiving, I was at Walmart to make a return. It was a Saturday morning, and the line at the returns counter was long. The more we waited, the more impatient the customers became and increasingly, many took out their displeasure on the returns clerk with opinions on the poor service and lengthy wait.
When I reached the counter, the clerk was scowling and very tense. I smiled and complimented how well she was able to handle so many disgruntled customers. You could see her tension disappear and she also displayed her first smile since I had been there.
In that situation had she been able to listen and mentally record inputs from her customers? Had I offered her an idea on how to speed things up on the returns desk, would she be able to process the information? In this case, I did offer a suggestion, and she did understand and take note of the input.
This story illustrates one of many difficulties in listening to customers and gaining insights. The first part of listening is hearing and, of course, hearing the customer necessitates that they speak. So our first consideration is ‘how do we get our customer to speak with us?’ (Note: hopefully without creating such a negative experience as in this story)
Why is it that customers seem to be reluctant to giving their inputs? I believe there are three main reasons:
First we business people make it difficult and inconvenient (if not impossible) for customers to give us their views.
Second, there is no perception on the customer’s part of an equitable mutual exchange of value … will they ever see a result of their input?
And finally, many of our staff act as if they don’t care. All of us need to weed these guys out quickly.
So to receive more inputs from customers, (1) be more personable to create better relationships, (2) make it convenient, and (3) pay back the value with an active, caring interest in your customer’s advice.
Listen carefully not only to what they say but how they say it because that gives the most important clues as to the effects we are having on our customers. Ask yourselves: Did we intend to create that effect? If not, what effect do we desire? How do we create that effect?
Need some help in building better customer insights from your customer engagement? Creative ideas to help grow your customer base?
Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job of growing customer insights and pay for results.
Call Mike at 607-725-8240.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new insights that you have learned.
When things are not what you want them to be, what’s most important is your next step. Call today.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your continuous learning for yourself and your team?
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.
Check out these additional articles on customer service insights from our library:
Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
