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Take Your Customer Conversations To The Next Level

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These days we are finding companies treading water in the wake of their own customer analytics. They have expanded their data sets, yet they are still searching for answers; still searching for the "why" behind survey results. The majority of customer insight interactions are short-lived and simply aren't structured to get beyond the "what" of the customer experience.

Conversations with customers may be perceived as less efficient, but they do unlock three attributes to customer insight that analytics and other means fail to deliver on: depth, emotion and authenticity; all keys to revealing the elusive "why". Read on to learn more about how we enable richer conversations!

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With Voice Of The Customer, Every Word Matters

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During contextual interviews, it’s easy (and natural!) for stakeholders from different disciplines to observe only what matters most to them. Executives will focus on one aspect, marketing will focus on another. Design sees one thing, engineering sees something different. They may become disparate vantage points, while the most meaningful insights are in fact assembled from multiple vantage points coming together to form something larger and more meaningful – not just the tusk or the ear, but the whole elephant. 

We overcome this challenge by grounding these points in the voice of the customer, ensuring we capture every angle of the customer story to foster alignment. Read on to learn how we generate transcripts for every interview to slow the conversation down!

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Free Your Internal Audience With Podcasts

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While the idea of using a podcast to tell a story is nothing new as of late, they’re not being used internally at the enterprise level to bring customer stories to life. Yet what we find most intriguing about them is they lure the internal audiences that are typically the most difficult to acquire (decision makers, executives), simply because it frees them up to consume the content during timeslots where their eyes can be doing something else (e.g., driving, running, or yes – relaxing on a beach). Read on for a real world example!

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Every Negative Moment In An Experience Is An Opportunity

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One thing we evangelize with our clients is every negative moment in an experience is an opportunity. This is key for our audiences because simply evaluating an experience is not enough; developers need specific direction and with our approach we are effectively constructing a 'to-do list' of moments that are primed for ideation. Read on to learn how negative moments in an experience can actually become springboards to opportunities to make your product or service experience more relevant and impactful with customers; and therefore more differentiated in the marketplace.

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Obsessed With Your Customers? Don't Forget Your Employees

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Customers today are more empowered than ever. In response, companies are becoming more and more customer-focused. With so much attention going to the customer, we worry companies are missing the bigger picture. Unless you set your employees up for success, it doesn’t matter what you want to build for the customer; your employees won’t get you where you want to go. Read on to learn how companies can overcome this challenge!

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Where Surveys & Focus Groups Fall Short

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How should you engage your customers? Which is the most meaningful path to take? There are a number of research methods with which to engage customers, and it's important to understand the value and shortcomings of each as they pertain to reacquiring your North Star. Read on to learn of our preferred methodologies that provide an authentic, insider's view into the specific details and emotional content leaders and implementation teams need in order to right the ship.

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Luggage Can Be Replaced; Your Content Can't, Part 2

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Since 2013, we have conducted in-depth interviews with research participants based in 35+ different countries. Not surprisingly, in most of these cases English has not been the respondent’s primary language. What has surprised us, however, is how many of these research participants have wanted to speak English during our conversations. As thrilling for them and flattering for us as it may be, the reality is when it's not their native language, research participants often struggle to hold conversation in English at emotional and essential levels of discussion; where content generation becomes most critical.

Don’t risk compromising your customer insight. Learn the second of two keys to success that have enabled us to achieve our clients' objectives overseas.

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Luggage Can Be Replaced; Your Content Can’t, Part 1

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At STORYLINE, several our clients have teams around the world – which means we are often tasked with taking our team and methods abroad to support their efforts in-region. While the cultures, environments and local cuisine may change, our goal of uncovering rich, quality insights for them via design-focused methodologies does not!

Conducting in-depth qualitative research outside the U.S. introduces great opportunities, but also barriers that we must overcome to deliver on our promise of quality content. In this post, we share the first of two keys to success that have enabled us to achieve our – and hence, our clients’ – objectives.

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