Over the past couple of weeks we’ve been preparing you for what’s coming — tomorrow! We’ve been introducing a ton of customer feedback tips and topics all to get you psyched for our MOST AMAZING Google Hangout on Air — Launch a Complete Small Business Feedback Program. Airing Wednesday 8am Pacific / 11am Easter, Click here to register; http://bit.ly/feedbackwebinar
It’s one thing to say that you’re going to start collecting feedback from customers, but like any project, saying it and actually sitting down to do it are two different things. It’s kind of like when you’re trying to do some kind of project at home – it seems easy, but then you realize you don’t have all the tools and when you think you have all the tools, something breaks and you need one more thing. Launching a customer feedback program is a lot like that.
Steve Jobs didn’t believe in market research. I think he said something like “It’s the consumer’s job to know what they want” and the unsaid is that it’s the researchers’ job to ferret out what that is. You could also assume that he was alluding to the fact that the numbers or the data is NOT the holy grail of decision making. There are a few important things that market research, no matter how good could never really uncover.
According to the SBA, 95% of small businesses fail within the first 5 years. One of the main reasons these businesses fail is the lack of a clearly defined target audience. If asked, many small business owners will say that their target audience is stay at home moms, college students, or middle-aged men. That’s too general of an audience for the end result to be profitable. Some will even say that they don’t have a specific target audience their products or services are for everyone. That’s a mistake that is all too familiar to thousands of aspiring entrepreneurs. When you…
Let me begin by saying that this is NOT a rant. As someone who works with corporate clients and who implements and runs customer surveys I can completely appreciate the effort — but what’s the point if it’s not generating the desired results. Or is it?
“Why do I always get screened out of surveys?” Given how difficult it is to actually get targeted respondents, I thought this was a provocative question. Apparently there are folks who actually get their feelings hurt for being screened out and will bail on your survey. Hmmmm