How customer insights can help your company grow
Many companies are confusing customer feedback with customer insights. If you want to grow your company, don’t look for customer feedback. Instead, focus to gain a deep understanding of your customer’s job-to-be-done. And what they really need from your company.
What we did at one of our own companies
When we joined the company, it was struggling to keep its customers satisfied. Projects were sold while the organization was struggling to keep up. With dissatisfied customers, something had to change. But what to change first?
So we started doing some interviews and power listening to our customers…
Now if we would only be interested in improving our performance, we would be asking for feedback on our performance. Meaning that we could get a thumbs up or down on exactly what we do for our customers. And we could go on and start to improve our organization and performance.
Instead, we asked about our customer’s job-to-be-done. What were his top 3 priorities and what were his top 3 time-consuming activities? Now we knew what mattered to our customer and what could we do to achieve his priorities.
Now we could work both on improving performance but create meaningful services to help our customers achieve their goals. Our new strategy created a new structured way of working around “customers insights” and enabled the company to develop new customers.