With the season of thanks upon us and another year coming to an end, it’s important to review and assess your customers’ needs: how well they were met this year and how you will continue to go above and beyond for your clients in the years to follow.
No matter the nature of your business, we hope you put the customer first. To us, this simply means empathy towards the needs and desires of the customer, the person we are really working for. We started saying it when we realized it was a unifying theme for how we approached our own creative concepts.
To really have an informed empathy, we needed to get to know the customer, or user, through research, workshops, conversations and spreadsheets of data. If you really want to know how to get more right-fit clients, why not just ask the ones you got why you got ’em?
Somewhere in a company’s dealings with their customer is an underlying and intrinsic value that compels the customer to return. Price and quality are reasonable factors in making a sale, but not necessarily in building a customer who trusts you and returns for more value.
Let’s get to work…
Make a list of the clients whose opinion you really want. They are the type of people you want to work with more often, not necessarily the type of companies. This was not about finding more clients but finding the right clients. Type a letter, as honest as could be and hand-signed, asking for their help.
What to ask…
1. What does [your company] do well now, and why do you do business with them?
2. What would make you abandon [your company]?
3. What else could [your company] do for you that would add to their service?
Try to keep the session conversational, almost folksy, to get the participants talking. No “yes or no” questions…
“Tell me two or three things about your interactions with [your company] that stand out in your mind.”
“What else could [your company] bring to the table that they are not bringing now? In other words, what else do you want their help on?”
These can sound overly simple, but simplicity is often what we under value. In the age of data, we sometimes forget the value of just talking to people about what is important to them.
What you will gain…
Hopefully you will be reminded of simple truths about ourselves that we overlooked as everyday fare.
You will learn that your clients can be overwhelmed by the changes their companies face in this new digital age but we provide a “calm confidence” in their decisions to move forward. Now you can better leverage your key insights, while offering stronger recommendations and more robust strategic services. That means more revenue.
Your journey to implement the findings has only begun but hopefully it has started a dramatic overhaul of your approach, offering and company position. Sometimes, to learn, all you gotta do is ask!