BY JOEFFREY TRIMMINGHAM
So, what’s to be done?
We believe that there are two things you can do as a business leader to help you get closer to your goals.
- Meet your customer where they are.Seek to understand the context of their decisions and actions, getting to know them well enough to make adjustments based on what they need and expect.
Have you investigated why and how your customers are interacting with your brand? What needs you are not seeing? What will meet their expectations? How can you deliver a solution that will delight them? Learn what is important to your customers and make the adjustments that matter most to them.
- Rinse and repeat as you move forward.The strategy you put in place even a year ago may not work anymore due to any number of factors, so be sure to refresh your perspective regularly. What has changed about your customers’ contexts? What’s competing with your solution? What must you do to keep winning their business? In short, get used to staying in touch with how your company meets their needs.
In our experience, people want to be heard and to have their perspectives acknowledged. Your customers should be able to look at your solution and see themselves. Successful companies recognize that there may be an issue with this, interrogate it, adjust to it and go back to the customer with a solution that works for them.