This talk was given at Business of Software Conference Europe Online 2020, on March 24th.

1. THE STORIES YOUR
CUSTOMERS WILL TELL YOU
AND HOW TO ACTUALLY LISTEN TO THEM
SALLY FOOTE
VP of ECOMMERCE

2. Photo Credit: Colgate

3. Photo Credit: Sarthak Bhalla, Medium

4. Photo Credit: Zdnet

7. TEST YOUR
UNDERSTANDING OF THE
PROBLEM BEFORE YOU TEST
YOUR SOLUTION TO THE
PROBLEM.

9. BELIEVE IN THE ART OF
RESEARCH.
BUT QUESTION WHAT YOU
BELIEVE FROM THE
RESEARCH.

10. Photo Credit: Amazon

11. Photo Credit: Amazon
Are you
asking the
right
question?

13. Photo Credit: Amazon

14. Photo Credit: Amazon

15. You don’t
have to use
everything
you get.

18. DON’T DO EVERYTHING
YOUR CUSTOMERS TELL YOU
TO. WORK OUT WHAT IS
ALSO RIGHT FOR YOUR
BUSINESS.

20. Photo Credit: Amazon

22. Photo Credit: Amazon
You need a
strategy of
elimination.

24. Photo Credit: Amazon

25. Photo Credit: Amazon
They can’t
always tell
you what
they’re
thinking.

26. Photo Credit: HiClipart

27. Photo Credit: HiClipart
No one
spends
money like
this in real
life.

28. THE MORE REAL THE TEST
SCENARIOS, THE MORE
REAL RESULTS.

30. Get out to
where you
need to be.

31. Photo Credit: Amazon

32. Photo Credit: Amazon
What’s the
fastest way
to prove or
disprove my
suspicions?

33. Can I find
ways to
watch
customers in
action?

34. Can I test this
out by
pretending?

36. USE LOTS OF DIFFERENT TESTS
TO REALLY VALIDATE YOUR
UNDERSTANDING OF CUSTOMER
PROBLEMS AND NEEDS.
A:

37. USE LOTS OF DIFFERENT TESTS
TO REALLY VALIDATE YOUR
UNDERSTANDING OF CUSTOMER
PROBLEMS AND NEEDS.
A:
HOW SHOULD YOU LISTEN TO
YOUR CUSTOMERS?
Q:

38. sally.foote@gocompare.com
@sallyfoote
https://www.linkedin.com/in/sallyfoot
e/
THANK YOU!