Today’s post comes from Bridgz engagement strategist Andrea Krohnberg.
When a business is in sync with its customers, it can be a thing of beauty. An organization that is operating completely in line with the wants and needs of the people it is serving is almost certain to succeed.
When there’s disconnect between company and customer, however, the results can be ugly. The recent blow-up of SOPA/PIPA legislation serves as an example of the power wielded by the C2C (customer-to-customer) community. Congress proposed a bill that would have compromised the freedom and privacy of online users, stirring up a storm of criticism that included major websites being shut down in protest.
The bills were quickly withdrawn as Congress yielded to the power of the people. Had the representatives that initially sponsored and supported the bill held a better understanding of their constituents to begin with, they likely could have avoided a whole lot of negative attention.
Companies can take a lesson from the entire fiasco. Here are a few ways you can better understand customers and ensure that your business programs and initiatives will jive with them:
- Embrace your customers. Invest in your social capital by listening to your customers in order to understand their relationship with your business, their wants and needs. Doing so helps create an open, trusting relationship with them.
- Weave insights into decisions. Give your customers a seat at the decision-making table through insights learned and acted upon.
- Get key influencer buy-in. It’s great to use customer insight to guide business decisions, but don’t forget to collect feedback along the way.
The best strategy is one built around your most important asset. Involving the customer in your planning process will help you avoid heading in the wrong direction.
