There are many factors that play into meeting business and financial goals within an organization. Too many times we focus on what we think works based on past experience, current trends, or thinking outside of the box. But what if I told you the answer to overall business success does not have to be so complex? What if I told you the answer is much simpler than we allow ourselves to believe? Let’s take a look at the ways we’re making things harder for ourselves, our team, and our business.
1). We’re not offering what our ideal consumers want
When we take a long look at what we’re selling and what our ideal consumers want, do they align?
You may be thinking, “Hey, I know what my users want from my brand & they’re still not buying,” or “I know what works for me & my business, so we’ll stick to that.”
That’s what can be defined as “assuming” and you know what they say when we assume — it makes an ass out of u & me. This cliche gets me every time, because it’s so true. I have been personally victimized by my own assumptions.
If we take the time to ask our consumers what they want, there will be little room left for assuming. This allows us to define users’ desires, adjust business practices to meet those desires, and build trust & loyalty with ideal consumers through delivering those desires.
2.) We’re putting all of our energy toward creating without doing the research
Developing a brand, product, service, or experience is hard & respectable work. So is researching consumers’ wants & needs. When we put our whole hearts into creating our work, we can put too much pressure on it to thrive, and when it doesn’t meet the mark, it can be devastating.
When we put effort into asking consumers questions around what they would like to see, what they like to experience, and more importantly what they don’t like to experience, we can then create & design our work around those wants & needs with security in knowing it will meet expectations. This will save ourselves, our teams, and our businesses tons of time, energy, and resources.
“It takes 12 positive customer experiences to make up for one negative experience.” — Ruby Newell-Legner’s “Understanding Customers”
By meeting expectations the first time around rather than having to go back and redesign our brand, product, service, or experience post-launch, we’re saving ourselves countless hours of tiresome work to make up for the “failed” launch or experience.
3.) We’re focused on what we want to give instead of what consumers want to receive
A good B2C relationship is like any other good relationship. When we learn how the other person wants to be treated we don’t just throw them what we think they should want, we treat them with respect in what they prefer.
By seeking to understand our end users, we can show that we see, hear, understand, and most importantly, take action for them. This creates a trusted, loyal partnership between you and your consumers.
“Loyal customers are worth up to 10 times as much as their first purchase. That small sale they backed out on could have turned into a significant amount of revenue in the long run.” — Ruby Newell-Legner’s “Understanding Customers”
Put your users at the center of your focus and see how quickly and easily success comes to you, your team, and your business.
If your team struggles to meet business goals look at your user experience (UX) team, and if you don’t have one… there’s your answer.
All of these areas of struggle can be alleviated by devoting more of your business & team resources to user experience research. Ask the questions you need to know about what your consumers want before you launch your brand, product, service, or experience in order to create & design a successful launch. If your team struggles to meet business goals look at your user experience (UX) team, and if you don’t have one… there’s your answer.
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