Never underestimate your ultimate weapon: the simple act of taking a coffee with your clients is the oldest and more effective customer centric strategy you can implement.
As we navigate the difficult work of designing effective marketing strategies to enhance customer experience, one guiding principle shines through: We “humans” need to feel heard and understood.
For years, I worked on the 35th floor of a skyscraper in Paris’s business district, developing sophisticated marketing strategies without ever meeting a single customer. Fortunately, that time is long gone for me.
In today’s world, a successful strategy adopts a customer-centric approach. The difference between success and a “more of the same” product campaign lies in understanding who you are talking to but more importantly.. listening.
Stepping back into the field, I quickly realized the profound value of personal interaction. For me, nothing beats the joy of engaging with customers face-to-face. That’s where B2B meets B2C.
At the heart of our journey to understand our audience, lies a relentless pursuit of insight, which is not possible without truly listening.
By asking the right questions, we delve deep into the hearts and minds of our audience. We uncover their needs, concerns, and motivations, shaping their interactions with our brand.
As marketers, we rely on methodologies like market research which provide invaluable data into consumer behavior and preferences. Digital maps offer a visual representation of the customer journey, pinpointing key touchpoints and opportunities for engagement. Surveys allow us to gather feedback and refine our strategies based on real-time insights, and of course, events.
An often unseen valuable insight comes from within our own teams. Taking the time to talk and listen to our sales and technical teams, understanding their experiences with customers, provides a gold mine of perspective and deepens our understanding.
This is all good…however….. remember coffee.
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