In his blog “How to Protect Market Share,” burnsattitude.wordpress.com, Kevin Burns writes the following: “A recent survey of senior executives showed 80% believed that their organizations offered a superior customer experience. When surveyed, only 8% of their customers actually agreed.”
Maybe those executives are in industries that are growing rapidly, have work to spare, and only limited competition, so they can get away with being so out of touch. We aren’t. Every one of us is in a pitched battle for market share. We don’t win by assuming we know what clients think of us or what they value most. We win by verifying—by hearing clearly and regularly the voice of our best clients.
We recently asked the heads of some of our industry’s most successful companies how they hear the voice of their best clients. Here’s some of what they told us:
• Meet frequently on an owner-to-owner/executive-to-executive basis—“meeting and meeting, listening and listening,” is how one owner puts it—to hear the client’s voice directly and unfiltered by anyone—including sales reps.
• Team selling, subject matter expert selling, and consultative selling to keep the sales process focused on what’s most important to the client, not the sales rep.
• Hang out physically where clients hang out. Attend their trade shows and industry events, read their business and trade press, joint their associations, etc.
- Hang out physically where clients hang out. Attend their trade shows and industry events, read their business and trade press, joint their associations, etc.
• Hang out virtually where clients hang out. Know where in the social media world clients hang out—Facebook, Twitter, LinkedIn, a forum or list serve—and hang out there, too.
• Use the NAPL eKG Competitive Edge Profile™ (http://napl.org/ekg/ekg-competitive-profile-more-info/) to measure how they rate compared to the competition in the areas most important to their customers, to identify competitive strengths and weaknesses, and to aggressively build on the former and correct the latter.
Leaders agree that there is no single best approach to hearing the voice of the client. To the contrary, different clients will be responsive to different approaches. The one thing they agree we can’t do: Sit back and assume we have it all figured out.
What are you doing to hear the voice of your best clients?