Customer research, applied, creates a competitive advantage.
Companies that deeply understand their customers
Outperform those that do not. No surprise there.
Yet, many companies fail to conduct research.
Why?
I find the obstacles generally fall into two categories:
Category 1️⃣
Know they should but fail to prioritize
Overwhelmed or lack resources
Not sure where to start
Reluctant due to previous experiences
Afraid of what they may hear
Concerned about bothering customers
Category 2️⃣
Insist they already know their customers
Feel their company is doing ‘well enough’
Lack interest in what the customer has to say
Product-focused (vs. customer-focused)
Don’t recognize the value of customer insights
Overcoming Category One obstacles is achievable with the proper plan and support.
And working with leaders and teams from Category One is productive and rewarding.
Category Two obstacles are challenging to overcome, requiring a significant shift in leadership mindset.
As such, I limit my time talking with those in Category Two.
After all, you can’t help those who don’t want help.
Questions? Reach out, we're here to help.