By Beth LaGuardia
Online Career Tips, Special Contributor
Perhaps the customer is an internal client. Or maybe in your case customers are end users, and their feedback is tied to product roadmap discussions, corporate strategy, or large technology investment decisions.
While it’s common sense, many leaders fail to incorporate customer feedback in a meaningful, consistent manner. Even when considered, customer input may not represent those of the typical or highest value customers. Any number of factors can be to blame, including context, inadequate calibration of data, or lack of objectivity.
So, you know it’s important. Now how do you keep customer views at the forefront of your thinking and giving them the voice they deserve?
#1 Tap into Social Media
If you’re into instant gratification, you’re in the right place. Most brands have established social media communities where you can garner opinions on existing pain points, next generation product extensions, and more. A note of caution: competitors will be listening, so don’t share information that you don’t want widely known. (Private messaging and invitations to secure conversations are great follow up venues.) Social community members care about your success and will be happy to share their thoughts. And they reflect exactly the type of new customer with whom you want to resonate.
#2 Create a User Group
Recruit your customers to share stories with each other and with you. Create forums where they can solve practical issues and make recommendations for new products that meet needs. Keep them engaged with every channel you can – and, above all, provide more value to them than you ask for from them. Let them test drive products. Even an advance sneak peek at a new advertising campaign will make them feel special.
#3 Utilize Online and Offline Research Services: Encourage Enterprise-wide Usage
There are many services that facilitate one-on-one testing with your customers or will recruit target audiences based on your specific requirements. This is a great way to simulate online user testing and quickly amass data on potential or existing customer experiences.
#4 Let your Customer Tell the Story
Bring them to the table! Not literally, although you certainly could. Do a deep dive with key customers, and bring their specific examples to life. One idea is to build life-size posters for the office to represent major customer personas. Caution: keep in mind that one story is just that – ONE story.
At the end of the day, step one is to ask your customer for feedback. If you don’t, you’ll never really know what they think. Best of luck!
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