Growth Hacking, Retention, Acquisition, Conversion: Growthmint

Day 2: Customers

The customer is always right and I don't mean in the traditional sense.

The vast majority of customers don't care how much work you poured into your product if the result isn't something they want. They don't care if you're unable to produce a product at the price they want - they just won't buy.

You need to become an expert on your customers, so you can build the kind of product they want and market it in a way that appeals to them.

This means looking at your aggregate data while incorporating conversations with customers and everything between. Many of your assumptions about what they want and what growth channel to deliver it through will be wrong.

Also, collecting this information isn’t enough - you have to process it, get it to the right places, and make sure it’s used.

Protip

Customer research can prevent you from falling victim to insider jargon in your marketing. It’s common for a company’s customers to use different language to refer to the product and the need it’s filling than the company itself does. This happens because a company lives the product every day, while it’s just another part of the customer’s day.

Continuous feedback

Collecting feedback is not something you do every now and then. It should instead be a continuous process that involves all customer facing functions of your company.

In addition to marketing and product, this includes business development, sales, and customer support. Through their interactions with your customers, each of these functions can provide a unique perspective.

People in these functions should always be listening for insights that can help you improve your growth work.

In addition to making sure your customer facing employees are listening, you’ll also want to run regular surveys and other types of data collection to be proactive. You can’t rely on your customers always coming to your company with their problems - you need to go after them as well.

Action

Think through all the people who interact with customers at your company. Do they share with each other what customers are saying?