Most successful companies are “consumer-first.” Your success is ultimately connected to whether or not you actually help the customers solve a problem.
However, when you are in the trenches of an organization, the end-user can oftentimes be the last thing that is on your mind. The stress of growing the business (And sometimes just to maintain it as it is) do not come without a healthy dose of office politics, deadlines, and PowerPoints or reports that were due yesterday. So how can you realistically balance the work that needs to be done while staying on top of what your customers need?
Here is some advice:
1. Have conversations with the People Around You:
Understand why people are choosing your product/service or the competition. You’ll gather valuable insights and spot anomalies that can take your business or product line in an entirely new direction. When you understand the “jobs to be done” from different perspectives, you are winning. You would be surprised how this single inquiry can determine whether a certain company is loved, disliked, or completely irrelevant to a person’s life.
2. Document Tangible Evidence:
Finding out whether or not your product or service is getting the job done can be uncovered in multiple ways: overhearing conversations, taking a photo of how a shelf is stocked, scrolling through comments on social media, or observing how other types of companies are doing things differently can all be documented. Keep in a file everything you come across, and then you can always tap into it. Even the smallest piece of information can spark the biggest insight.
3. Create Your Personal Customer Advisory Board:
Having a relationship with a few people whose brains you can pick on-demand can be a lifesaver. Whether you are trying to capture a quick reaction to a new product or service, marketing campaign or just want to tap into the problems they are facing, having a few friends to whom you can send a quick text can be the key to unlocking new ideas and critical insights.
4. Use Visuals and Storytelling:
Science tells us that people remember and retain visuals and stories a lot better than numbers and charts on a PowerPoint slide. When you have a collection of videos, images and customer stories armed and ready to influence teammates and decision-makers, you will be surprised how easy it is to get to the “Yes, I get it” you are looking for.
These methods will never replace your traditional research methods, but if you can squeeze in a few minutes every week to keep the voice of the customer relevant and top-of-mind, your work will be much more informed and you will have the tangible evidence and insight to influence decision-making in your organization and in your customers.
How well are you doing? We’re here to help you find what really matters!
