Get on the Ground and Find Your Actual Customers
Companies that lack a detailed image of their customers are missing an opportunity to improve their competitive positioning.
Many companies, despite the integral need for information about their customers, don’t take the initiative to expand their knowledge. Customer knowledge contributes to a number of operational facets, including the sales process, the marketing strategy and many others.
What is the first step in finding out about your customers? Companies need to get out into the field. The most surprising feedback and insight will come directly from the source. When you’re in direct contact with your customers, it’s much easier to address their problems because there aren’t any barriers of separation.
Proactive steps such as these can do wonders for a company struggling with their customer service. For more information on this subject, watch the video from OpenView Labs featuring Bill Price.
With only lagging metrics in their toolset, customer success leaders can’t really drive strategy at the executive level. Here’s Chris Hicken, former president at UserTesting, on how to change that.