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Why Customer Centricity is your Biggest Competitive Advantage

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In this presentation PRWD Founder Paul Rouke shared why becoming customer-centric is the biggest competitive advantage for any business. He also shared tips of how to get started using the no.1 technique to start becoming customer-centric.

Paul also shared the Conversion Optimisation Maturity Model which is available as in instant download at bit.ly/CROMaturityModel

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Why Customer Centricity is your Biggest Competitive Advantage

  1. 1. Why Becoming Customer-Centric is the Biggest (& a 100% Timeless) Competitive Advantage – Plus The No. 1 Way To Get Started
  2. 2. 2 Almost All Businesses… 1. Say they are customer centric, but simply aren’t 2. Don’t speak to and listen to their customers 3. Focus almost all of their attention on acquisition 4. Are HiPPO & product—led, not customer-led 5. Have never invested in 1-1 user research
  3. 3. Helping change company mindset is the most valuable thing we do Product & Opinion Led Mindset Customer Led Mindset
  4. 4. 5 The Value of 1-1 User Research 1-1 user research has been by far and away the number 1 most influential service in helping change company mindset over the last 14 years
  5. 5. We've had 3 big ideas at Amazon that we've stuck with for 18 years, and they're the reason we are successful: 1) Put the customer first 2) Invent 3) Be patient
  6. 6. 7 The Biggest Competitive Advantage for Any Business Making the decision that your business will walk the walk and become customer- centric (like Amazon) .
  7. 7. 8 The standard Beginner business has no real user research budget or resources in place The standard Aspiring business has a small budget for user research, such as remote user testing The standard Progressive business has a budget available to invest in different user research techniques, including moderated 1-1 research The standard Strategic business sees that investing in behavioural research is essential to the intelligence behind its conversion optimisation strategy The standard Transformative business has significant budget or resources available for experienced user research activities, including in-depth, multi-channel moderated user research People & Skills 3.01 Behavioural & User Research Resource Why is this crucial? For any business to become customer-centric, they have to invest in user research (aka user testing), whether delivered internally or externally. A specialist in UX research working through the end-to- end customer experience provides invaluable insight for experimentation and is influential in delivering a seamless online experience.
  8. 8. Conversion Optimisation Maturity Model 9 Instant Download – bit.ly/CROMaturityModel
  9. 9. 1. Build report with the participant 2. Emphasise “there are no right or wrong answers” 3. Encourage them to “be open & share their ideas” 4. Start with 3-5 open questions about the subject area 5. Say you want this to feel as natural as possible 6. Ask them to ”think-aloud” 7. Keep eye contact 8. Don’t take notes – leave that to an observer 9. Make it feel like a natural conversation #BrightonCRO Top 9 tips for 1-1 user research moderation - at the start of the session
  10. 10. 1. Listen over 95% of the time 2. Don’t ask leading questions 3. Show you are genuinely interested in what they are saying 4. Stay neutral in your responses when listening 5. Be comfortable with silences 6. Ask further questions to understand deeper insights 7. Use a competitor website to provide a comparison 8. Ask post session questions to help consolidate insights Top 8 tips for 1-1 user research moderation - during the session
  11. 11. CRO Maturity Model bit.ly/CROMaturityModel @paulrouke @PRWD + Linkedin