Learn about the difference between user needs and customer needs, and why the distinction matters to your business growth.
Redefining what customers want in a post-COVID world
It’s time to prioritize the home digital experience rather than mobility. Ensure your organization is investing in a seamless digital experience within the home. Learn more by asking these key questions.
Your B2B customers have changed this year. Will you?
In case you haven’t noticed, your customers are working differently since February 2020, and as a result their needs have changed. This is especially true if you are a for-profit or nonprofit organization that provides value to knowledge workers. They may be the same...
Customer feedback: Lessons from the lockdown
As any successful vendor knows, customer feedback is essential to the development of business strategy. After all, if you don’t know what people want in return for their money, you’ll never get your venture off the ground or sustain and grow your enterprise. However,...
Collecting user feedback – the old-fashioned way
Recently at the offices of one of the most technologically advanced companies in the world, I was reminded of the value of low-tech customer feedback techniques. Google is celebrated (and feared) for the volumes of user testing it conducts on each facet of its...
Improving your customer experience: Lessons from a simple oil change
Normally I take my car to a dealer for service, even for an oil change. I’ve always assumed that the dealer knows my car best and I can be assured the parts and service meet manufacturer's specifications. My dealers do, however, require an appointment, and waiting...
What to know, and avoid, to truly be a ‘thought leader’
Does there exist, in the language of business and nonprofit leadership, any phrase more overused and yet misunderstood than “thought leadership”? (okay, “synergies” and “digital transformation” aren’t far behind, but you get my point). It seems every organization...
To win with digital, get personal, fast
Most people want to feel special and unique when considering a purchase or transaction. They want to be recognized, catered to and treated as individuals with specific needs and requirements. Personal touches have long been a tool to motivate buyers, and they can mean...
Keep your team focused: Put your clients in the picture
Successful organizations stay close to their customers and adapt to meet users’ changing needs. Start-ups have to do it just to survive the next week. Established companies are able to take a longer view, but given the pace of change, they are susceptible to blind...
Your messaging has a shelf life: How to maximize the time-value of content
If you handle or manage your organization’s content, whether you work at a for-profit or nonprofit, you may occasionally feel stuck in a box: You’ve got some social media posts to push out, an annual report to finish, a white paper from Research and a marketing...