Why you need to engage with your customers on their terms, not your own
It’s apparent that now, more than ever, businesses need to take a brave new approach in engaging with our customers — on their terms, not ours.
We really need to begin by offering things that better target people, rather than just designing something because we think there is a gap in the market. This doesn’t sound like it’s a big difference, but the savvy CEO or business owner/entrepreneur will come to realise its everything between success and a business that does not meet the goals it could have — or should have.
Organisations are being hit globally because their customers are getting wised up to age-old marketing agendas, and are swiftly avoiding them. They know what they want and need, and will smartly avoid everything else.
Lots of CMOs will tell you they practice human-centred design (HCD), but what they are still doing is pushing their marketing agenda at customers and then continuing to engage habitually in what may have worked 10 or 20 years ago.