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Customer-led strategy, when done correctly, can lead to unimaginable insights and power far beyond the comprehension of mere mortals. Aside from those mind-bending insights, it’s also a way of showing your clients that you care about what they think; and this, in turn, could lead to higher NPS scores. Now for the bad news: you’re going to hear a lot of (hopefully constructive) criticism about your business; stuff that might be a bit hard to stomach at first, but is like eating vegetables: good for you, just not right at this very moment.
To make this a little more palatable, why not start with what your company is doing right? Then waste no time in moving onto the juicy stuff. In order not to feel discouraged, try and harness the pain your clients feel into a passion to make things right. We find the best way to kill the good and the bad criticism in one fell swoop is to do a SWOT analysis.
We find the best thing to do when you’re chatting to customers is standardize the process. This means having an area on your business property, or the same coffee shop set up dedicated to the process. It also means having a standard set of questions you’re going to ask to get a comparable set of answers. Speaking of questions, you’re there to listen so open-ended questions might be the best way to put your customer at ease but also to get them into a conversation where they do most of the talking. If you want to dig a little deeper, the best question to ask is “why”.
Here is an example of one we’ve done recently:
As you can see, our questioning and lines of thought are in-depth with the results often being hard to stomach; but this process produces clear, constructive and meaningful output which can be used to create exciting and engaging pieces of communication. Does this method of strategy pique your fancy? Keen to learn more and get involved? Get in touch today and take a journey down the rabbit hole with us.