Why Customer Obsession Has Never Been More Important

Why Customer Obsession Has Never Been More Important
SHARE
THIS



Zoe Aitken (pictured below) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In this guest post, Aitken says COVID has changed the CX journey and offers top tips to ensure your customers are front and centre…

Who would have thought that we would be cutting our own hair, working from home, buying everything online and exercising in our garages this time last year? The world has turned on its head and, if you are not paying close attention, your current offers might be completely missing the mark with your customers.

The importance of customer-centricity isn’t new. Staying close to customers and knowing what is most important to them is essential to building a thriving business. But you don’t need me to tell you that a lot has changed over the last 12 months. And what was important to your customers before, may now have changed. Similarly, new customer frustrations, expectations or needs may have emerged or intensified.

Now is the time to ramp up your customer focus. If this isn’t something that you have previously been disciplined in, then it’s time to start. Below are four things that you can do to drive customer-closeness in your business.

  • Create frictionless customer feedback loops

Having fast customer feedback loops is critical to ensuring that you can react quickly to your customer’s changing needs. Lots of companies have customer service teams, however it’s not as common for this information to effectively filter back into the business, in real-time. And this is where significant gains can be made. Some of the world’s most innovative companies have systematised the way that they seek customer feedback. They make it simple for customers to share their feedback, and this feeds directly into product development and innovation processes.

Therefore, think about how you can optimise your internal processes to make sure that you are getting real-time, customer feedback and insights.

  • Get out of the building

As Steve Blank, serial entrepreneur, famously said, the key to innovation success is to “get out of the building”. He states that many entrepreneurs wait too long to gauge real customer interest in their products and services, which often leads to failure. And the best way to do this is to get out of the building and talk to your customers. Steve calls it ‘customer discovery’, and he encourages all innovators to make a habit of getting out and speaking to customers early and often. But don’t mistake this for a sales pitch. This is not about selling your offers to customers. As Steve says, “customer discovery is a lot of listening, not a lot of talking.”

So, make sure that you are regularly listening to your customers and that you understand what’s most important to them.

  • Try dog-fooding

Dog-fooding is the process of stepping into the shoes of your customers and experiencing your products and services as they would; the good, the bad and the ugly. This process can often, very quickly, shed light on glitches in your customer journey or experience. It’s important that you not only explore the customer’s ‘happy path’ but also their ‘unhappy path’. As often businesses will have a brilliant ‘happy path’ when everything runs smoothly, however the unhappy path is not considered with the same degree of emphasis.

Make it a habit of experiencing your products and services first-hand and importantly, explore the customer experience when things go wrong.

  • Run experiments

At a time when you can’t rely on past experience or data to base your decisions on, experimentation can help. The best way to determine if new products and services are hitting the mark is to get them in front of your customers as early as possible. Experimentation requires you to apply scientific method to test and de-risk your ideas. It’s designed to help you learn quickly, before you have over invested, which aspects of your ideas are working, and which aren’t.

Don’t be afraid to get new products and services in front of customers early, to experiment and learn. Many of your customers will value progress over perfection in the current climate.

Whichever approaches you adopt, make sure that customer-closeness is an ongoing and regular habit across your business to survive and thrive in 2021.

Please login with linkedin to comment

Inventium Zoe Aitken

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]