Time to really get to know your customers

The other day a friend asked me: "What department in a company is generally best at providing relevance to the customer?". It prompted an interesting discussion about the importance of getting to know your customers. Here's a quick summary of that discussion. 

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Is it disruptive to have satisfied 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.

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Do you understand why you should only look from the outside?

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. 

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Do you want to improve your online and digital skills?

Generally, people are acutely aware of their need to improve and evolve their online and digital capacity. I claim that you tend to be shaped by the people you spend the most time with. So I am curious, who have you chosen as your top influencers in how to behave online and digitally?

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How are you doing online? 

Today, online marketing and communication is about more than your .com, a few login protected areas, and being present on social media. Many decision-makers are frustrated by how they should manage, prioritise, and align everything they do online. In response to this Zooma has created the Zooma Online Grader.

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To be fast or in a hurry

With today's breakneck pace of digital evolution, customer expectations are rising continuously. While others talk about the importance of exceeding customer expectations, I claim that few companies even meet the most basic expectations of their customers. 

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The ten commandments of online and digital

The other week I had lunch with one of Zooma’s friends and she asked me to create the ten commandments of online and digital. She needed it for an internal workshop with their sales and marketing. Here you’ll find a summary of the ten most common bits of advice regarding obtaining an online and digital mindset. Including a PDF that you can download and keep as a constant reminder.

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Time to close marketing, sales and aftersales?

When we started working according to the inbound methodology many years ago, we thought that it was something that could evolve our customer’s way of working with marketing and sales. Soon, however, we came to the understanding that it has very little to do with sales or marketing per se. It’s about knowing ‘how it is to be them’ and to stay relevant to them—your prospects and customers!

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Are you a strategist?

It seems to me that almost all agencies and consultancies working as suppliers to ‘real’ brands and companies have been loading up with strategists of late. And particularly with online and digital strategists.

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Time to ‘kill’ the USPs!

You have a meeting with a potential supplier. What do you prefer—that they present their USPs or talk about your unique buying reasons? Does your company still use company-centric USPs?

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