Make Direct Calls Have a friend that
While the aforementioned communication is likely already occurring at your company, user research is something you might be ignoring. Here are three customer research techniques to consider if you're not already: Conduct a Survey By telling your customers that you're not perfect, you can gain insight and track your performance. The most successful companies in the world already know the value of surveys, and by conducting a regular customer satisfaction survey or product survey, you can provide an avenue for great feedback. Launch User Testing Ask any designer or PM the value of user testing, and they'll sing their praises. Modern digital marketing tools such as Usertesting.com and Hotjar provide a simple framework to collect feedback from real people about your product. In the quest to build a customer-centric organization, this can help validate your hunches and guide your work towards the highest-impact projects. always insists on talking over the phone rather than text? I'd take a gander that that friend is one of your closer confidants.
There's something more personal about a conversation outside of the digital Phone Number List realm — by simply picking up the phone, you're able to get a more robust form of feedback from customers. And an added plus? You can adjust your line of questioning in real-time to adapt to each situation. Our CTO J.P. Morgan practices this technique weekly — and he swears by the feedback he collects from his customer calls: "Talking to customers is probably the most important thing I do all week. While there's a level of product development that requires you to take a stance and anticipate needs — it's impossible to do that without an understanding of your customer's current situation.
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Be Easily Accessible We all know the concept: make it difficult to contact support, and you'll spend less time servicing those difficult customers. There's a huge financial and time expenditure used in servicing customers, so many brands especially digitally-built businesses hide their support behind many layers of pages. For instance, try to find a phone number on Facebook's Help Page. It's nearly impossible. They'd rather communicate through help articles and live chat before giving out their number. On the other spectrum, there's Zappos, the online shoe retailer with a completely opposite approach to customer success. Zappos identifies that when a customer wants to talk to them, they should make it as easy as possible. Note how they include their phone number prominently on the top bar of every page with the note "Available.
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