Conducting interviews with your customers can be an eye-opening experience. For instance, one of our clients shared how they used interview findings to save and greatly improve a relationship with one of their enterprise customers. In fact, customer interviews helped them turn around a few struggling accounts. These tactical wins stood out to our client as unexpected benefits from their program.
Later in the interview, our customer also described their strategic goal of becoming a “customer-driven organization.” They want to use customer insights to position themselves in the market favorably and to make sure they engage their customers with an “empathetic” approach. They defined a tactical win by saving a few accounts and they also explained their strategic goal with customers. The two go together, and in the long-term, their small wins will build up to help them reach that broader goal.