The bad old days
- You don't know why customers choose you and not alternatives
- Copying the competition to deliver "what the customer wants"
- Posting relentlessly to social media but never sure if it works
- Always creating new marketing plans but never seeing any different results
- The only customers you speak to are the ones with complaints
With the customer's voice
- The whole business knows what customers want from you
- You know what you're really competing against
- Your marketing and advertising are tightly focused on customer needs
- You've ditched made up "personas" and your marketing plan tells you what to say and who to say it to
- Somebody says in a meeting: "we should find out from our customers" 😍
They have a knack of asking the right questions and digging deeper — particularly as the conversation develops, and as a consequence they were able to reveal some really fascinating and useful insights that we'd have never got via one of our standard customer questionnaires.
These insights have been really useful in helping us shape our user journey on site and identifying hidden benefits of our product, that we can now use in our marketing message
Andrew Staal — Seven Yays
