Pick Up the Phone and Call Outliers

Every time Lloyd Tabb finds an outlier in Looker’s user base he looks up the customer’s contact information and calls. During the early years, he did this daily. “I call people because I want to know how they feel using our software. If they aren’t using Looker, I want to know why. Is there something wrong? Are they stuck? If they are active users, I … [ Read more ]

Reverse Mentoring: Putting Personal Advantage to Collective Good Use

To address inequality of opportunity, we need to acknowledge and address the systemic advantages and disadvantages that people experience daily. For leaders, recognizing their advantage blindness can help to reduce the impact of bias and create a more level playing field for everyone. Being advantaged through race and gender come with a responsibility to do something about changing a system that unfairly disadvantages others.

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Use … [ Read more ]

3 Ways to Understand Your Customers

One method is to observe customers first-hand in typical situations and encounters, known as ethnographic research. Corel does this with a program it calls “Follow Me Home” (an idea it got from Intuit); the company watches customers use its products in the comfort of their own homes. Corel’s global chief of product marketing, Jacqueline Martense, explains, “The dialogue you inspire with customers and employees is … [ Read more ]

Listening to and Using Customer Feedback

Global manufacturer 3M has collected thousands of reviews and comments from more than a dozen retail sites and mobile apps, as well as Facebook postings, using them to improve marketing campaigns or create new ones. In one case, the company’s Precision Ultra Edge nonstick scissors were selling below expectations. 3M changed its product copy, quoting the language consumers used online (“they’re great for cutting fabric … [ Read more ]