This is part 3 of a 4 part series on the importance of – and exercises for – knowing your audience before developing your story. Yesterday we discussed the 5 questions to ask about your audience.
Part 3 to fully knowing your customer, member or client? Know what your customers say about you to others.
Smart leaders know that what you hear on customer surveys and even focus groups isn’t always the whole truth. The subtle difference between what they say to you and what they really think and report to others can be the intelligence you need to make subtle shifts in your presentations, speeches or messages.
For many years, retail outlets have hired “mystery shoppers” where owners hired individuals to pretend to be a customer and then report back on their experience. (Did you know there is a Mystery Shopping Providers Association?) But, there are other ways to be the proverbial “fly on the wall.” A few include:
- Monitoring social networks, forums and groups for your name or product name.
- Setting up a Google alert on your organization (and yourself).
- Monitoring the comments section on media and blog postings that discuss you and your organization or products and services.
- Simply asking the people around them (other vendors and other customers or members) what they say.
Asking them yourself via direct visits and calls and market research activities is important. But, knowing what they say when you leave the room is priceless.