These 5 tips are great ways to draw customer insight and learnings into your business with minimum cost and fuss:
1. Take a Trip: Book out a single day in your diary and make it your business to introduce yourself to a handful of your customers. Aim to spend 45 minutes to an hour and arm yourself with questions like:
- “Tell me about the ‘good, the bad and the ugly’ when it comes to your experiences doing business with us”
- “Where do you think we should be focusing our resources?”
- “What are our competitors doing better than us?”
2. Do some eavesdropping: Spend 2-3 hours listening to the call recordings or live conversations taking place between your contact centre and your customers. You will be astounded by some of the interactions that take place. This can be hugely informative in terms of the queries and requirements your employees are managing as well as sometimes a worrying eye opener in terms of the service and culture your team are projecting.
3. It’s good to talk: Organise a ‘lunch and listen’ session where you host an informal ‘open meeting’ and actively encourage your employees to share observations, issues and ideas with you. The agreement is, everyone must come armed with a sandwich and an opinion (if you’re feeling flush, lay on the sandwiches!). Have someone keeping notes on all points raised and commit to bringing an update or response – even if it is why you are unable to deal with the issue – to the next session. You make it clear up front that you cannot guarantee to act on the things raised, but that as a minimum you will keep attendees informed of what you will do with the information.
4. Mystery shop your market: Pay a visit to, make a call to or visit the website of your key competitors and, if you can get away with it, your own business. Put yourself in the mindset of your customers and prospects and notice points of friction, frustration, usefulness and delight. Compare and contrast the experiences;
- What were the best experiences like?
- What were the worst like?
- When did it feel easy and straightforward?
- When did it feel frustrating?
If you can, have friends or family mystery shop your own company and give you warts and all feedback on the experience.
5. Analysis: There are often a range of sources of information and data knocking around an organisation that you simply aren’t tuned into. Aim to map your main data and information streams - what data is collected, the frequency with which it is updated, who ‘owns’ the data and where it lives. If possible, bring all the data owners together once a month or once a quarter to do a ten minute update on the latest trends and insights from their data. Then host a conversation to ask yourselves the following questions:
What patterns are we seeing across this data, how does it all fit together to give us a picture of what is happening?
Who needs to know this and how can we cascade it to them/who will take it to them?
What actions should we take as a consequence of this information?
Here at VS Strategy Solutions we love helping people get closer to their customers and improving their chances of strategic success. If you think your organisation might benefit from an Insight Audit, give us a call on 0203 6333 654 and we can talk you through the main steps you can take to uncover new insights or hit the button below.