How much do you know about your customers, especially the very best ones? Companies that conduct ongoing customer research grow two to three times faster than those that don’t. How many? About 70% of companies are not doing 10 or more interviews with customers every month.
Today’s guest is Katelyn Bourgoin of Customer Camp. As a customer research expert and advocate, she explains how to gather customer data and extract useful insights from customer interviews to apply and achieve results.
Some of the highlights of the show include:
- Marketer by Trade, Founder by Choice: Identify and understand your customers to make marketing and product decisions
- What matters most for marketers? Target customer/audience, not chasing multiple customer segments at the same time
- What’s holding companies back? Not focusing on right customers, or understanding how to talk about what they do to position product for purchase
- Customer-Centric Opportunity: If 70% of companies aren't conducting customer research, it gives you a chance to stand out from competitors
- Common Challenges: Some marketers don’t believe in customer research or don’t want to bother their customers to accelerate and achieve growth
- Which customers to contact to start a conversation? Recent buyers recall the journey
- Research shows 95% of decisions occur unconsciously when making a purchase
- Questions: Avoid scripts or asking the same questions about buying journey
- Value Proposition: What’s #1 reason customers decided to buy a product?
- How to analyze gathered customer data to gain insights? Summarize key pain points, outcomes, channels, influencers, and other products
- Common Mistakes: Avoid asking customers too many questions from too many departments; document and process what you learn before you forget it
- Customer Ranking Calculator: What makes an average vs. awesome customer?
Links: