It’s easier than you think to get expert advice on how to run your company. Just ask your customers.
I recently attended a focus group for a new product launch, and was surprised at how forthcoming the participants were with their feedback. Then it occurred to me how rare it is to be asked for your opinion. And when you are asked, it’s as if someone has paid you a compliment, so you want to answer with care.
Prospects, current customers and, most important, ex-customers, can offer valuable insight on how your company is run.
While a phone call or written surveys can produce honest opinions, a lengthier discussion in the form of a focus group can harvest more valuable feedback. Think about it: It’s one thing to refuse a phone call or a piece of mail; it’s a lot harder to sit in a room with your peers and not speak. Focus groups bring out more detailed information by allowing the facilitator to ask follow-up questions and by offering a discussion-oriented forum.
Marketing experts will tell you it’s not so much where you hold the group but who you invite and what questions you ask. If your customers are high-level executives, it will take more effort to get them to commit their time — you may have to offer compensation, such as the promise of a networking opportunity over a good meal.
Beyond that, here are a couple of things I picked up on from the session I attended. Don’t forget to tape the meeting — you can use it for your own future reference and as a training tool for employees. (For some reason, employees are more apt to make changes based on a customer’s request, rather than on an order from a superior.)
And let those who attended the session see the implementation of their ideas. Remember, requesting someone’s opinion is a form of flattery. Making an investment in their opinion is a true compliment.
