So, you have embraced the concept of the new Customer Ecosystem. You have your arms around your Net Promoter Score. Your customer satisfaction surveys are flying out and coming back with regularity. 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 that can occur in a traditional focus groups.
ππ’π¬πππ§π’π§π ππππ¬ ππ«π ππ’ππππ«ππ§π ππ‘ππ§ opinion-based focus groups because. . . βWhat people say, what people do, and what they say they do are entirely different things.β β Margaret Mead, anthropologist
ππ’π¬πππ§π’π§π ππππ¬ ππ«π π§π¨π usability sessions becauseβ¦ Understanding customer and prospect context are essential to understanding their real-world behavior.
ππ’π¬πππ§π’π§π ππππ¬ ππ«π 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. No artificial tasks β just real-world behavior.
ππ§ ππ«π, π§π¨π π π¬ππ’ππ§ππ.
Listening Labs can take several different forms and can be conducted internally or outsourced to professionals.
If you are ready to amplify the voice of your customer, give me a shout. I can help.