Get Closer to Your Customers

The increasing complexity and breakneck pace of business has had the effect of pushing executives, managers and employees farther away from the customers that pay the bills. Ask yourself honestly: how many days can go by without ever thinking about your customers? We can balance the need to effectively manage our operations, without losing sight of our customers. Customers can’t be top-of-mind all the time, but there are actions you can take to keep your customers at the forefront.

Turn Your Employees Into Customers

Remove any obstacles that prevent employees from buying your products or services. Then go farther and take real steps to encourage your employees to become customers. For employees at all levels of your organization, you can’t get any closer to your customers than becoming one.

Put Your Executives in the Trenches

Implement a mandatory program for all senior executives to be exposed to customers, and their issues, several times a year. Depending on your business, executives can spend half a day listening in to real live customers at your call centre, working the cash register, or pairing up with a customer relationship manager. The benefits are endless, and executives will see the business in a new light.

Watch and Learn

Objectively observe your customers using your products. This isn’t about surveys and focus groups. This is real observation and investigation to gain an intimate knowledge of what problems customers are trying to solve, or tasks they are trying to accomplish. Begin to understand that, and product development, and segmentation will take on new meaning. These are only a few ideas that might be included in a comprehensive customer intimacy initiative. What would you do to get closer to your customers?

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