sighlighted scribble sircled

The Customer Journey Begins with the Right Questions

October 19, 2015

icon-expand icon-expand

The essence of a brand lives within the heart and mind of every customer. As strategic B2B marketing professionals, it is imperative to understand what makes each customer tick to ensure that your key targets receive personalized content when and where they are looking for it.

Surveys, focus groups and research help to gather insights into your customer’s habits, but personal interviews with customers deliver some of the most powerful and relevant data.

When conducting customer profiling interviews, it is important to interview recently won and recently lost customers, as both provide a unique perspective into why a customer chose your product, service or solution over a competitor’s, and vice versa.

Here are four tips to getting the most out of a customer interview:

  1. Don’t go into the interview with a set of questions, although it doesn’t hurt to have a few fallback questions in your back pocket. Instead, ask customers to take you back to the first day that they realized they had a problem and needed to find a solution.
  2. Have customers take you along their journey of discovery, and continue to ask questions that reveal their path from day one through their post-sale experience.
  3. If customers fast-forward to the solution too quickly, ask them to take you back to key moments along their journey, so you can identify where they went to look for resources, what types of resources interested them and who they went to for advice (both within their organization and externally).
  4. Talk to internal stakeholders such as sales representatives, product managers and marketing managers, as they can provide valuable insight into the customer experience. Their feedback, in addition to data gathered directly from your customer base, will help ensure that your marketing strategies map to your business goals.
Gravity Admin

Latest Blogs

icon blog-grid

More Than a Feeling: Evidence-Backed Emotion in Business Marketing

Read Post
Read post
icon blog-grid

How Blockchain Builds Trust for Brands in the Digital Age

Read Post
Read post
highlight highlight



This e-mail was sent from Gravity Global (https://www.gravityglobal.com/)

Blog Home
What Would da Vinci Say About Online Marketing
5 Reasons You Need a Content Strategy