Monday, January 6, 2014

I Spy...

By Lori Georganna

Chances are you have played I Spy, either as a child or with your own children to keep them occupied during a long trip. Beyond the distraction benefit, this game helps to build children’s observation skills. These same observation skills can help you uncover opportunities with your employees and customers. It requires slowing down, observing what is around you, taking notes on what you see, and discussing it with your employees and customers.

Marcel Proust, French novelist, said it best: “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.”

Here are some ideas to get you started.
  • Watch your customers while they are shopping or interacting with your product or service. What do you observe?  Note what they are doing and what is happening around them that may be impacting their behavior or mood?
  • Play undercover boss. Employees who deal directly with customers have a lot of insight as to customer needs and behaviors. Step into front line roles periodically for a firsthand experience with customers. You will appreciate what your employees do and they will appreciate you even more for walking in their shoes!
  • Be the customer. Go through the journey your customers take with your company. Make sure to take notes of any frustrations you encounter. Also note what your company does really well.
  • Hire an objective observer or ethnographer. Sometimes we just can’t get out of our own way or we need an external partner for credibility.
Once you have some ideas, either on how to improve the existing experience, or for a new product or service, call in your market research experts if needed. Some ideas should just be implemented – either because they are low cost or it makes business sense. Other ideas may need additional exploration and research to determine if they will have the desired impact.

No comments :

Post a Comment