In an excerpt from their book ‘The Customer-Base Audit,’ Peter Fader, Bruce Hardie, and Michael Ross ask critical questions to help you gauge how much you really understand about your customers’ buying behavior.
Content: Article | Authors: Bruce Hardie, Michael Ross, Peter Fader | Source: “Knowledge@Wharton” | Subject: Customer Related
When Raymond Loewy arrived in Manhattan, U.S. companies did not yet worship at the altars of style and elegance. That era’s capitalists were monotheistic: Efficiency was their only god. American factories—with their electricity, assembly lines, and scientifically calibrated workflow—produced an unprecedented supply of cheap goods by the 1920s, and it became clear that factories could make more than consumers naturally wanted. To sell more stuff, … [ Read more ]
Content: Article | Author: Derek Thompson | Source: “The Atlantic Monthly” | Subjects: Customer Related, Marketing / Sales
Need to call Facebook? Frontier? Good luck.
Content: Article | Author: Emily Stewart | Source: “Vox” | Subject: Customer Related
When you’re adding new features, the question shouldn’t be, “Is this potentially useful to someone?” Instead ask, “How does this contribute to our users achieving their goals?” It’s very easy to “value add” your way straight out of product/market fit.
Content: Quotation | Author: Jane Davis | Source: “First Round Review” | Subjects: Customer Related, Entrepreneurship, Innovation
Understanding how a person wants to view themselves is actually incredibly valuable. It tells you a lot about how you can mirror that feeling back to them with your product while still satisfying their actual preferences.
Content: Quotation | Author: Jane Davis | Source: “First Round Review” | Subjects: Customer Related, Market Research, Market/Investment
Understand the why and the how behind user behaviors, identifying which ones actually demonstrate value and which ones are potential leading indicators of a broken experience.
Content: Quotation | Author: Jane Davis | Source: “First Round Review” | Subjects: Customer Related, Market Research
There’s typically about eight different steps in the customer jobs flow of someone starting and completing an action. You can really apply that framework to any product that you’re working on and look at the steps that you’re solving today. Look at the steps that you’re currently not solving and think about how you can solve other jobs that are ancillary to your core product. … [ Read more ]
Content: Quotation | Author: Ryan Glasgow | Source: “First Round Review” | Subjects: Customer Related, Innovation
You can’t rely on your customers to figure out what to build. They can really only tell you what outcomes they’re looking to achieve.
Content: Quotation | Author: Ryan Glasgow | Source: “First Round Review” | Subjects: Customer Related, Innovation, Market Research
How does a business start with customer journey mapping? Before attempting any customer journey map exercise, organizations must answer two questions.
- Are we a customer-centric organization?
- Is customer experience a measured focus of our business?
Assuming the answer is yes to those questions, the next step is to build out journey maps using the following general framework.
Content: Article | Author: Mike Turner | Source: “MarketingProfs” | Subject: Customer Related
There are three areas that degrade customer experience: commitments you make that you can’t keep, failures in the way you align processes and teams with the customer, and a lack of resources.
Content: Quotation | Author: Gary Moore | Source: “strategy+business” | Subject: Customer Related
You get the behavior that your comp plan designs for. In the early days, I prefer to keep comp plans simple with two metrics, max. I also love plans that have a component focused on the entire customer lifecycle. For example, comping teams on bookings and retention can be a powerful way to ensure teams pursue the right users who will be longtime customers.
Content: Quotation | Source: “First Round Review” | Subjects: Compensation, Customer Related, Human Resources
In order to truly serve a customer, you need to understand two things: What are their goals and what is standing in their way?
Content: Quotation | Author: Meka Asonye | Source: “First Round Review” | Subject: Customer Related
The idea that a strong customer relationship equates to a growing customer relationship is simply not true. Don’t mistake loyalty for growth.
Content: Quotation | Author: Anson Vuong | Source: “Gallup Management Journal” | Subject: Customer Related
“Why would a customer not want this?” is often a far more interesting question than why they would. When you’re working on a product idea, there’s a thesis for why you believe you’re right and it’s really easy to constantly confirmation bias yourself into believing it’s the optimal decision. But once you can also find the counterpoint, the scenario where you’re wrong, you can start … [ Read more ]
Content: Quotation | Author: Rick Song | Source: “First Round Review” | Subjects: Customer Related, Marketing / Sales
Great customer service is the holy grail of sales. When customers feel satisfied, they spend more money and are more likely to come back. Happy customers write positive reviews online and share their experiences through word of mouth. But great customer service is also really hard. Shoppers complain that sales associates aren’t listening to them or are just going through the motions.
There is a simple … [ Read more ]
Content: Article | Author: Jonah Berger | Source: “Knowledge@Wharton” | Subject: Customer Related
Thanks to digital technologies and digitally savvy customers, companies across industries can create a customer experience unlike anything ever seen before. CEOs, take note: this could be the biggest growth opportunity to come along in decades.
Content: Article | Authors: Bharat Poddar, Karen Lellouche Tordjman, Rob Bell, Yogesh Mishra | Source: “Boston Consulting Group (BCG)” | Subject: Customer Related
These are one of the most used heuristics for User Interface Design. They were developed by Jakob Nielsen together with Rolf Molich in the early 90’s. The final set, which you see here, was released by Nielsen in 1994.
Content: Article | Author: Jakob Nielsen | Subject: Customer Related
The Job Map reveals a stable strategy to drive growth through innovation: get the entire job done on a single platform.
Content: Article | Author: Tony Ulwick | Subject: Customer Related
Companies need a plan for transforming their current operating model to a customer-centric one. Many moving parts make up customer centricity — from having a clear customer engagement strategy to talking with customers to creating a plan of action.
Developing this model comes down to four phases, which Gallup has categorized as discovery, diagnostic, analytic and sustainment. Within each of these phases, Gallup has also identified common tasks … [ Read more ]
Content: Article | Authors: AMY ADKINS, Ed O'Boyle | Source: “Gallup Management Journal” | Subject: Customer Related
This briefing explores what convenience truly means to consumers and the implications for brands seeking to embrace convenience as core to their DNA.
Content: Article | Author: Katie Thomas | Source: “Kearney” | Subject: Customer Related