In our experience, if strategy doesn’t start with real-time conversations directly with customers, we’d argue it’s likely going to miss the mark…
In the past, organisations have thought the likes of customer surveys got the right level of feedback and insights from their customers and market.
While this approach has its place, we’re seeing there is no substitute for direct conversation.
No agendas, no assumptions, no specific list of questions.
Rather, a ‘blank page’ approach, to get to the heart of what’s really making customers tick.
Its here, where we uncover blind spots.
Its here, we get real-world insights to make informed strategy choices.
This HBR article from Dr Graham Kenny highlights the power of moving beyond the survey
“These instruments are shallow and derivative at best, and at their worst they can be annoying and counterproductive”
“Don’t let them become an excuse for not talking to the customer”
“Do they really qualify as customer consultation? Or are they a symptom of isolated management just putting on a show of interest?”
Full article: Customer Surveys Are No Substitute for Actually Talking to Customers