If you know your clients’ needs you will be successful. How many times have you heard this phrase? How many times do you think you have finally understood their wants and wishes, and then you go to pitch your project and the client says, that’s not what I want. You feel cheated, confused, sometimes lied to.
Stop right there! – This is our culture.
Breaking News – People everywhere are having first thoughts, second thoughts and changing their minds constantly. If you don’t think so, take a good, hard look at yourself.
We are not in the era of change. WE ARE IN THE ERA OF RAPID CHANGE!
What is driving this change?
Think about your apple device. Why are people standing in line for the next available update? Why are some people breaking their 2-year contracts to get their hands on this technology? People love new, revolutionary ideas.
We are being driven by data and the flow of data. Look at music. A person might really want to find a hit like “Carry on My Wayward Son” by Kansas. Now that person has so many options to get their information. They can go right away to YouTube and see a live clip. They can download the audio file from Apple iTunes. They can locate a store that sells the vinyl copy. There are so many options that people have. People can act on their thoughts right away.
What does this mean for all of us in the marketing hemisphere?
Now this type of change is harder on some people than it is others. Not everyone is excited about all of this change, but everyday I see people who were once resistant to new technology and change are coming around and saying I don’t want to be completely left out of this movement.
The example above illustrates that even if we know a person wants a particular song, do we really know what type of format he/she wants it in. How soon does this person want this information. In this case, they also have all the tools at their own disposal.
Do we really understand our client needs? | Do customers really know what they want?
My answer is No and No! – We are looking for the best experience and in both cases, neither party really knows what they want. This means we really need to not only shut up and listen more, but make sure we not only think about delivering products and service, but also give thought to “Providing an Experience“. We are not going to completely understand where are clients are coming from and we also need to be closely in tune with new technologies and processes that are available to us. Technology is replacing technology as we speak.
Work toward defining what type of experience your client wants. This is really where the key toward success is. When customers tell you your website stinks or they received bad customer service. Find out what the root cause is and build a better experience. If you are looking to the future, don’t get focused on the technology, look at the bigger picture and focus on the experience you want to achieve.
- How can you provide that experience?
- What are the best approaches, processes and technology available to accomplish this?
- How fast can you get this process in place before it gets outdated?
- How can you build out this experience so it can be modified and changed over time? (This could be the differentiating factor when working with a company)
- How fast can you see returns? (Immediate returns should be your goal)
These are just a few of the questions to help you start this process. We are in a different era. Are you looking at things differently with respect to serving clients’ needs or are you relying on your knowledge of your products and services to gain the customer’s attention. Start looking at creating an experience or you may quickly find yourself behind the curve.
Picture Source: Pixabay