Have you ever arrived at the airport with just enough time, but it’s all good because you know exactly where to find your gate, you have everything organized, and you manage to get through security without any problems? Then suddenly, an unexpected gate change is announced, and the new gate is 180 degrees away from where you’re headed?
When we ask our customers to evaluate a new product, service, idea, ad, or tactic, sometimes what they tell us is completely different from what we expected. It’s like the last-minute gate change. But if we don’t listen to them, then it’s like boarding at the original gate in our airport scenario – even if we managed to convince them to let us on the plane, we wouldn’t end up where we intended. So the next time you go looking for customer feedback, consider this: Are you ready to make a gate change? If not, then be prepared to arrive at a different destination than you planned.
Megann and Steve