Marketers, Face the Facts
Thursday, May 24th, 2007Sometimes, I’ve been afraid to face the real results of a product, service or campaign.
What do the consumers really think of it?
What is the satisfaction rate of the users?
Are they getting the intended result?
Sometimes, the truth hurts. Sometimes, you’ll find out that things aren’t going as well as you’d hoped.
Let me share a personal example.
We have three children in our family. Now, we spend quite some time as parents attempting to teach valuable principles. We’re trying to teach our kids to focus on what’s really important in life.
Today we got a wake-up call when we read through Luke’s school journal we came upon this entry:
So, we’ll need to take a look at how we can set his sights a little higher…
In business, it’s critical that you take the time to find out if your internal perception of “how you’re doing” is in line with the perception of real users in the marketplace.
Because what you Think is happening out there isn’t what matters. What’s Actually happening out there is what matters.
And you can only find out by seeking straight-forward feedback.
DELL recently did that. They found out that their customers thought their customer service reeked. They accepted the feedback, made several important adjustments, and realized a huge change in consumer perception.
It’s worth doing, if you’re willing to face the truth. If you’re willing to do that, you can make important adjustments and realize huge improvements.
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