Put Yourself In Your Customers' Shoes

Posted: January 05, 2012

Recently I was helping my mom with some online shopping. She was looking for a case for her cell phone, and was having a difficult time with the transaction. “Stephen”, she said, “I need your help again.” I repeatedly helped her navigate Google, PayPal, and the rest of the process. For me, it was extremely frustrating to show the same steps over and over as she skipped around the Web looking for a deal. It seemed so simple and intuitive to me, and I couldn’t grasp why she was having so much trouble.

Then a light bulb lit up in my head: It may have been easy for me, but it was an entirely different experience for my not-so-computer-savvy mother. Which brings me to my point:

As business owners and entrepreneurs, we often assume our customer’s think and act the same way we do. This could not be farther from the truth. Keep your business fresh and innovative by putting yourself in your customers’ shoes.

Find Your True Target Market

Your target market may not be whom you envision. Nintendo had traditionally been a game console for young children and teens with its popular mix of family friendly games. When the game maker launched its motion controlled Wii System several years ago, they were surprised to see it was resonating with another age group: senior citizens. Seeing opportunity, the company jumped on board and turned a previously untapped market into new revenue streams.

Lesson: Test your product with multiple segments. You may find a completely new group of customers ready and willing to become loyal advocates of your brand.

Be Open to Change

No matter what you sell, it is important to understand the way customers use your product or service. Silly Putty was invented during World War II as a rubber substitute. Unfortunately, the bouncy substance did not quite meet the needs of rubber manufacturers because of certain chemical limitations. It was widely considered practically useless, until one day a shipment found its way to a local toy store. The putty went on to outsell nearly every other toy in the shop, and the rest is history.

Lesson: Don’t try to squeeze round pegs into square holes. If your product fills a need different than you intended, pivot your strategy and adjust.

Observe and Refine

As noted above, it is nearly impossible to predict the exact way your business will take shape as you grow and expand. Take a step back and observe how your customers interact with your brand. For example, if you are building a new website, watch a few people navigate it without telling them how. This can show you if they are taking the steps you want them to take, or if they are wandering aimlessly trying to figure out what the hell it is they are doing on your site. Constantly collect feedback to refine your products, brand, and marketing efforts.

Lesson: The path to success starts with innovation, and innovation is born from listening closely to your customers.

Biz Tip Provided by: Stephen Murphy, F & B Magazine