The Top 20% Ask For Customer Feedback

How Do You Receive Customer Feedback?

Why don't companies request feedback at each stage of their customer relationships?  Is it because they fear negative feedback and an inability to deal with it?

Why wouldn't a CEO want to understand how their company is performing at each touch point along with how their product or service lives up to its brand promise?

Without this knowledge, how can you expect to continually improve and generate the profit that you think you deserve?

If you measure repeat business and referrals as KPIs, but you are not achieving these goals, why aren't you asking for feedback?  In person quality reviews and online surveys are great tools for gaining insight and for building a raving fan base.

By John Bernardi

"I Am Not My Target Market"

You Probably Don't Match Your Ideal Customer Profile

It's tempting to make intuitive marketing decisions based on your own preferences.  But, you're likely to either miss out on a great opportunity or follow a path to unsatisfactory results.  All it takes is a few false starts and your aspirations for moving your company to the next level will fade into the sunset.

What happens is that - the product or service that you've designed, or the campaign you've developed, or the channels and locations you've selected, or the price points you've chosen - are based on your perception rather than being aligned with the facts associated with those to whom you are marketing and selling.

Research, surveys, interviews and testing will enable you to define and understand each finely tuned B2B segment or B2C persona.  First, understand their pain points, objections, information sources, and what's important to them.  Then, you can innovate ways to solve problems, enhance experiences, place content where their they will discover it, and create raving fans.

Armed with a value proposition tailored to each segment or persona, you will be ready to generate, qualify, nurture and convert leads to sales ready status.

You need someone who encourages you to consider this principle every time you make a marketing decision.

By John Bernardi

Fearful Of Interviewing Customers After Key Engagements?

Quality Reviews

Identify Gaps After Important Customer Projects

• Customer Experience
• Products and Services
• Attitudes and Behaviors
• Easy To Do Business With
• Customer Facing Processes
• Touch Points
• Channels
• Complementary Partners
• Communications

Prove Total Customer Satisfaction by gaining approval for logical next steps, referrals, new ideas, and customer participation in authoring success stories.

Discover Uncontrollable Business Risks: Competition, technology, economic, social, regulatory.

Interview The Customer, Partners And Team

Your interviewer must be perceptive about things that are difficult or unclear so that you can gain a deep understanding and insight about your business.

Important Vs. Urgent: The CEO's Dilemma

Important Vs. Urgent: The CEO's Dilemma

If you don't complete the urgent stuff, you will fail.

                                    But

If you don't complete the important stuff, you won't thrive.

Importance Vs. Urgency Applies To Marketing

Marketing means finding customers and converting them to raving fans because of their great experience dealing with your people, channels, touch points, and products and services that give them pleasure or eliminate pain.  If you can't do this, you will always be suffering the pain of competing on price.