5 key strategies to implement customer obsession

[Jahangir655]

Let's dive into each of these customer-obsessed strategies.

Strategy one: Learn
Our first strategy is all about data and going beyond insight into customer empathy. As product marketers, we know that all too often somebody on the product management team has an inkling that becomes an idea that becomes the truth. It’s our responsibility to deep dive into the data that's available to us to check those assumptions about our customers and make sure they’re valid.

You don't need a big budget to do this. You just need to define your customer segments and personas and understand the buyer journey. Take a walk in your customer's shoes. Go on that customer journey.

As you do so, you’ll realize just how much data is benin telegram number available to you. There are so many different stages in a customer journey, and if you've got the right telemetry, you can pull and analyze data from each one of them to understand what's happening with your customers.

You also want to add some human interactions to the mix. To create empathy, you need to see what your customers are doing. What are they talking to the support team about? Listen in on those calls and find out. If your organization has created a community, embed yourself in it to learn about your customers’ wants and needs.

It’s also worth paying attention to third parties. Many marketers miss opportunities to gain insights through analyst reports, for example. You should be building a 360 approach that combines first-party data, your first-hand experiences of walking in the customer’s shoes, and customer research then triangulates all of that to get a complete picture of your customers.

Earlier in my career, I worked at Philips, and one of the brands I worked on is Sonicare. Does simply brushing my teeth every day allow me to fully understand what motivates somebody to buy a Sonicare? No.

We went deep to understand people's at-home brushing habits. We did studies around the world to learn how people brush their teeth, how they hold their toothbrushes, and their daily routines.

We combined those real-world insights with message testing, focus groups, and research, but the most insightful part was understanding what people do in the home. It doesn't get more real than that.

Before Philips, I worked on QuickBooks at Intuit. One of the incredible things we had there were usability labs, which we could run either on-site or off-site. Customers would come in and conduct their day-to-day accounting tasks in the software, and we’d watch them.

We paid attention to how they navigated the software, their facial expressions, where their eyes were going as they looked at the page – every aspect of their experience.