From the desk of Carole Schmidt
Steve Jobs famously quipped: “Get closer than ever to your customers. So close that you tell them what they need, well before they realize it themselves.”
We understand that budgets are tight and time is pressured. When full research projects aren’t in the mix, here are 8 underutilized ways to engage with your customer for depth and breadth and possibly your next “big idea”:
- Do the CX “presearch”/ Observe your customer in situ, where decisions are made. Get out of the office. Ask 3 customers if you can shadow them for one morning each. Whether it’s a business customer who owns a busy distribution center, or a single dad juggling his job, the kids, the shopping and the transport for his husband, or a construction worker on the site, most people are happy to have you walk in their shoes if you just ask. Take pictures. Take notes. Pin them up in front of you.
- Check the mail / Read unsolicited customer emails, letters, contact comments. There is a wealth of product or service refinement opportunities over in the PR department, underutilized by insights teams. Tap into this rich resource. Then move it to your department. Then post it on your walls.
- Explore the buzz / Conduct qualitative social media analysis of your customers’ category, brands, competitors to see what’s being said behind the trendlines. It’s not expensive, and there’s likely to be a trove of fodder there. (See https://doyleresearch.com/digging-behind-social-media-trendlines-matters/)
- See it to believe it / Ask for customer-generated video: Everyone’s carrying a smartphone these days, making your customers’ experience—including those small annoyances or pesky tasks–easier than ever to capture in the moment. Ask your customers to do a 30-second video about…insert topic (complaint, excitement, process need, etc.)…and have them send it to you. Today. Then watch it. Have 20+ of those? We’ll watch them and tell you what they mean and what you might do about it!
- What you already know may help you—again! / Discover new insights from old research using Meta Analysis! If you have research reports less than two years old, get some coffee and settle in to read them again, cover to cover. Have dozens? We’ll help you tap your customer’s voice by reviewing your existing research with fresh eyes and a different objective, so you get more out of the research dollars you’re already spending. Bosses love the efficiency, and you will love the “aha’s” buried inside.
- Become your competitors’ good customer. / Conduct the intelligence for smarter business decisions. Eat their pizza. Install their app. Test drive or rent their cars. Open an account at their online store. Understanding your competitors’ CX instantly makes you sharper about what distinction and benefits you should be promoting, and what refinements you should be considering.
- Ask for specifics. / Pay for more open ends and analysis on your customer satisfaction surveys. Then personally read the responses so you can hear the ideas, but also gauge the more subtle tone and feel and particular language your customer uses.
- Invite ideas and suggestions. / Create a formal channel or forum for customers to share ideas and creativity. Then reward them for it to keep the pipeline full! Whether its gamification or simply thanking customers with an inexpensive sampling of free product or discounted service, these efforts go a long way to encourage a customer partnership.
What’s on your qualitative wish list? How can Doyle Research do a better job for you? We welcome your input! firstname.lastname@example.org