The importance of the buyer persona is evident but where do you start with building one?
All companies know that business success correlates with how well a company satisfies its customers' needs. The success of Amazon, Apple and Tesla are often described as the organisation's ability to understand peoples' motivation, goals and desires. However, even though everyone is aware of the relationship between customer insights and long-term prosperity, a surprising number of companies don't know their customers.
In 1995, the Harvard Business Professor Clayton Christensen introduced the theory of disruptive innovation. Ever since then the term has gained popularity, and today the expression has turned into a wide term for describing innovative companies. The desire to disrupt is strong among entrepreneurs who constantly launch "the new Uber for an industry", but only a handful understand the true meaning of the concept.
For the last couple of years, it has become common to use the expressions "outside-in" vs "inside-out" perspective. I believe it is much easier only to think outside. That way you will get the full view first, and then you can apply the implications of the outside perspective to the inside.
What is your company’s primary focus? What is your honest reply? Many sincerely believe that they are customer-centric or focused on the customers they serve—when, in fact, they aren’t at all.
A recent survey of some 250 buyers from a mixed range of industries and company sizes revealed what the biggest turnoffs are during the B2B buying experience. If you think for half a minute about your own buying experiences, you might be able to guess a few of them. They are unfortunately not that unusual.
The use of smartphones and devices has changed our typical purchase journeys and decision making completely in the last decade. Everything from how we research brands, whom we trust, to how we compare to and purchase, has changed. So have the expectations we generally have on potential suppliers (which they very seldom fulfil), and how quickly we change allegiance if another vendor provides more effortless simplicity to us.
Most brands talk about focusing on the customer and being customer centric. How true is that in your company? If you strive for getting people to recommend and promote you and your brand, you’d better make sure that your customers are delighted and satisfied.
What’s the secret to launching an overnight worldwide success? 20 years of practising! Pokémon GO has done a lot of things right, and we thought it would be interesting to look into some of those things and see how we can apply them to Customer Experience and Inbound.
Are there humans behind the numbers or just random John Does in a procurement department? I believe they are humans, and that gives us the chance to interact with them from a Human-to-Human (H2H) perspective. I want to give you 4 critical parts in how to succeed with Inbound thinking and how to apply it to your Business Customer Experience.