There is a big gap between wat a customer values, needs or wants and what organisations communicate, emphasise, care about. It's very common though and natural too. Within an organisation tunnel vision creeps in faster than you think. You start to lose touch with your customers. A big gap gapes between you and your customers.
Whereas you become very excited by the latest innovation, technology or the smallest change in your product, your customer will only care when it actually solves a problem or fills a need he or she has.
Focus on what the customer wants to know
Apple is a good example of customer communication and of product innovation for the benefit of the customer. They announce new technologies in normal language, emphasising what the benefits of the latest innovation will be to consumers.
Take this for an example: Apple closed up every entry-point of the Apple Watch series 2. The speaker system is totally redesigned in order to eject water. This means that the watch isn't just splash proof, but swim proof. Instead of going into all the details about the ejection innovation, they just say: 'Hey, did you know? The new Apple Watch isn't just splash proof, its swim proof. So go and have a swim with it. Enjoy."
By focusing on customer needs and wishes, you'll see that your company will naturally shift toward more customer-centricity. In communication, in innovation. So before anything else, listen carefully to your customers. Understand them, understand why they use your product, why they come into your stores, why they stop coming into your stores.
So here's a friendly reminder for all of you who are aiming to close the gap with their customers. Dare to be vulnerable. Dare to expose yourself to the unfiltered opinion of the ones who make or break your business.
But remember, don't fall into the trap of asking them what they think about the things you value. You want to know what they value, not what they think about what you think is important. They days of large customer surveys are over. Just ask what they value and see what happens.
Have faith, your customers will tell you exactly what you need to know. If only you let them. It all starts with a single 'Hello'.
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