So, you have embraced the concept of the new Customer Ecosystem, you have your arms around your Net Promoter Score, and your customer satisfaction surveys are flying out and coming back regularly. Now what?
If you want to take your customer acquisition strategy to the next level, you need to listen, really listen, to your customer.
Traditional focus groups are OK, but Listening Labs are AMAZING!
Many brands are too focused on features and functions. Often missed and overlooked is an emphasis on consumer language touting benefits and the value their products and services deliver. One of the best ways to uncover these insights is to conduct a Listening Lab.
A Listening Lab involves one-on-one interviews with prospects. They are more valuable and produce deeper insights by separating the signal from the noise of group thinking in traditional focus groups.
???????????????????????????????????? ???????????????? ???????????? ???????????????????????????????????? ???????????????? opinion-based focus groups because. . . “What people say, what people do, and what they say they do are entirely different things.” – Margaret Mead, anthropologist.
???????????????????????????????????? ???????????????? ???????????? ???????????? usability sessions because… Understanding customer and prospect context is essential to understanding their real-world behavior.
???????????????????????????????????? ???????????????? ???????????? open-ended, qualitative one-on-one interactions that aim to identify true customer behavior by focusing on what customers naturally do rather than what they say. There are no artificial tasks—just real-world behavior.
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Listening Labs can take several forms and be conducted internally or outsourced to professionals.
If you are ready to amplify your customer’s voice, let me know. I can help.
