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.
𝐋𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 𝐋𝐚𝐛𝐬 𝐚𝐫𝐞 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐭𝐡𝐚𝐧 opinion-based focus groups because. . . “What people say, what people do, and what they say they do are entirely different things.” – Margaret Mead, anthropologist.
𝐋𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 𝐋𝐚𝐛𝐬 𝐚𝐫𝐞 𝐧𝐨𝐭 usability sessions because… Understanding customer and prospect context is essential to understanding their real-world behavior.
𝐋𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 𝐋𝐚𝐛𝐬 𝐚𝐫𝐞 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.
𝐀𝐧 𝐚𝐫𝐭, 𝐧𝐨𝐭 𝐚 𝐬𝐜𝐢𝐞𝐧𝐜𝐞.
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.
