Posted by: Today's Tip Contributor on August 2, 2011
Executive team members can benefit significantly by putting customers first and getting to know them better. Here are suggestions for making the connections happen:
1. Move research from ignored to inspired. Elevate the importance of research and ensure it is a function that informs all areas of your business. Insist that content and presentations be insightful, engaging, and actionable, fueling decision-making. Ban PowerPoint and insist on conversations rather than presentations.
2. Move research from analytical to directional. Research is often overlooked or quickly forgotten because the presentations are data-driven and dry. Insist that all forms of research be delivered with data-driven insights presented with clear implications and provocative questions to inspire new thinking.
3. Move from research that illustrates statistics to stories that profile people. Bring your customers to life in a way people can understand and relate to. Insist that profiles are created that show them as real people, with all facets of their lives clearly illustrated to help connect your company to the way your customers live their lives.
4. Move from static to dynamic research. Ensure you have an active portfolio of research methodologies that provide you with regular and directionally informative updates about the needs, wants, opinions, behaviors, habits, and concerns of the people who buy your products.
5. Transform data into business intelligence. Develop a dashboard model that connects all of your data so it tells a story and becomes a predictive tool that models scenarios for business performance, business decisions, and strategy development. The model should connect sales and traffic performance data with indicators that are combined to help you understand how your customers are changing.
Chief Executive Officer