Are you asking your best customers for their best ideas? (part 1)
by Clicktools Guest Blogger, Jeannie Walters
They are just waiting for you to ask!
Sometimes we focus on the negative feedback we get from customers. Complaints are, indeed, a gift! But what about all the positive things your customers are just dying to tell you? How do you get the mind-blowingly awesome ideas from the customers who are waiting to provide them to your organization?
It’s not just about asking the right questions on your next survey. It’s about getting them to think BIG.
Co-creation sessions with your best customers are where the real magic happens.
How do you co-create with your customers? It’s part research and part journey mapping, but always valuable to customers and brands alike.
1. Consider a creative definition of “best customers.”
As you put your invitation list together, don’t discount the value of your loudest critics. These vocal customers are often the best ones to invite to a co-creation session. To get the best ideas, invite a variety of customers. The ones who have been with you for twenty years and the ones who just became customers each have perspectives that can help you deliver a better experience to all your customers.
Send out those invitations and help them feel invited to a special event. Throw in a fun evening after a day of work and help them help you! (Be aware of your customer’s industry so you can either invite or exclude competitors.)
2. Invite these customers to join you.
For a few hours or for a day-long event, consider a few factors to how you want the day to go. What customer journey do you want to consider the most? What prior knowledge do customers need to know? What complaints do you already know need to be addressed? Work those goals into your agenda.
3. Build an agenda around your goal.
Is your goal to get overall feedback from your best customers? Is it to find out why you are losing other customers to the competition? Is it to brainstorm on the next product or feature to offer? Perhaps there are prototypes you’d like to get feedback on. If that’s the case, introduce each section of the agenda not with a statement, but with a question.
Make sure the day is customer-focused, not brand or product focused. Instead of asking “what do you think about this product?” Ask “Why did you need to take this action?” Start the journey with what happens before the customer even knew they needed you.
4. Introduce a day of fun by asking for some personal interaction.
What was the best customer experience or worst one they’ve had? Spend some time reassuring your customers they won’t be offending you during the day. Set the right tone and mindset for the day to gather the most honest and valuable feedback.
5. Outline the customer journey from the customer’s perspective.
Now it’s time to listen and ask. And ask and ask and ask…. We’ll cover what to ask and how to act on the feedback in Part 2 (coming next week)!