And so, the relationship theme continues – with more thoughts on respect. Having conducted focus groups with thousands of respondents, it still never ceases to amaze me when a team decides to spend their time on mockery on the other side of the glass, instead of active listening and solutions development. That doesn’t sound at all like a customer relationship. No wonder they’re getting transactional behaviour from their buyers.
As a moderator and facilitator, when I pop into the back room for feedback or additional questions, only to hear product or brand managers talking about how Susan is fat, or Joe is stupid, or Frida has a funny accent, or “Whatsa matter with them, that they just don’t get the benefits of our new feature?”, it tells me something about the team’s listening skills. And their empathy. And how they fall more on the push-marketing than pull-marketing side of the continuum. Remember, that customer is the person who pays your salary, and if you want to bind them to you more tightly, you might want to show them a little more respect. In fact, consider what it would be like if you were all on the same side of the glass – gathered around a table, working together to come up with the best possible solution to their problems.
While the traditional behind-the-glass focus group has value, getting teams face-to-face with their customers has proven to be superior in many of our client engagements. First, it can really reduce this sort of backstabbing, feedback-discounting activity. Isn’t it funny how it is so much easier to gossip or insult buyers behind their backs, than when you’re sitting around a table together? Or to take news that you don’t want to hear and explain it away by insulting the messenger? That’s why we like to use Innovation Games TM as a tool to not only make richer customer discoveries, but to help our clients show their customers and stakeholders some respect. Taking customer engagement to the point where consumers and users are truly co-creators of your brand will elevate your relationship to a whole new positive level. And maybe when you get in their shoes a little, it will be just a tiny bit harder to act like a transaction-marketer who will never see them again. Because isn’t seeing them again what it’s all about?
Keeping customer conversations going,
Megann and Steve