Do you know this answer? If you do – how many replies are there? How many customers did you ask? Did you only ask existing customer? Did you ask potential customers?

Do this exercise to get invaluable and high value insight you can use:

1. Ask current customers, one person and one questions at a time, what makes them happy in relation to your brand and business. Listen, record, thank, move on.

Ask your customers questions. Listen, thank, reflect, use, move on.

Ask your customers questions. Listen, thank, reflect, use, move on.

2. Ask former customers what made them happy about your brand and why they haven’t been around to it lately. Listen, record, thank. Asking them what it would take to get them to return (or return more often) as appropriate will yield constructive insight.

3. Never argue, only listen. This is not the time for a debate or even a discussion. Respect their time and move on.

4. When you get insight that makes you happily cheer, congrats! There’s clearly a fit of What You’re Doing + What They Want.

5. When you get insight that makes you wonder, congrats! This means the customer is giving you open and honest feedback (you asked after all). Thank them sincerely and then examine the insight to see how, what, when it all fits together.

6. All consumer input is valid if asked for an opinion and they responded.

7. Never assume you know what they’ll say. That’s precisely the reason you’re asking. You’re too close to your brand to be objective. You must ask your patrons.

Most consumer insight has applicability. It’s up to you and your team to revisit your mission and vision and see how the input fits and can be used. Hire a pro to interpret the input, as all data needs interpretation to properly utilize it. From stats to opinions – yes, interpretation is necessary.

Why did you start your business? Why do you work where and with whomever you do? Stay in tune with those original drivers, stay in tune with your customers.

Categories: Assumptions & Myth Busting, Marketing
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