When we train B2B professionals to interview their customers, we tell them to be the student and let the customer be the teacher. After all, customers know their world best and love to demonstrate their expertise… so practice humility. Afraid customers will think less of you if you don’t show how smart you are? Sorry, but I’ve got news: They aren’t thinking of you. They’re thinking of themselves and their ideas. So be a brilliant conversationalist. That’s someone who thinks what the other person says is fascinating.
More in article, Discovery Interview Blunders that Frustrate Your Customers.
I’m still looking for the business that failed—or even suffered—from understanding customers too well. Maybe I should stop looking for this rare “black swan” event? It’s certainly no challenge finding companies that don’t understand customer needs well. Sadly, many also don’t understand how badly their lack of customer insight is stunting their growth. Get this right and you may not be a black swan… but you’ll certainly stand out from the rest of the flock.
See video on B2B voice-of-customer at www.vocforb2b.com.
If you compare a 2-hour in-person voice-of-customer interview to a 2-hour web-conference interview, the former wins. You can interpret body language better, build stronger relationships, and perhaps get a customer tour. But what if it took you and your interview team 10 hours of (mostly non-productive) travel time for the interview? A better question might be, “When is each type of interview most appropriate?” (See interview examples in the video at www.VOCforB2B.com.)
For 7 factors to consider, download our white paper, Virtual VOC (page 8).
Did you buy home-owner insurance… even though it’s unlikely your house will burn down this year? How confident are you that you truly understand customer needs when you develop new products? Our research shows most companies do not. So why not have your teams trained in the latest B2B voice-of-customer insight methods? Think of it as insurance. Or better yet… as a strong preventative, like fire-proofing your house.
See video on B2B voice-of-customer at www.vocforb2b.com.
