Dam. It's another rough day for leaders and teams. Solving crucial customer problems is no small feat. Leaders and teams work hard to deliver value, but obstacles are everywhere.
You know the drill. Teams need to learn about the customer's problem and fully understand it. They have the defined outcomes to achieve and success metrics to track progress.
To move fast, they start by leveraging any existing data around the customer and problem.Teams know what they need to learn, the questions, and the answers they seek.
The depth of pain, emotions around it, what the customer is trying to achieve when the problem arose, and how they are trying to solve it now.
The Challenge
They have permission to access the data, but it's scattered across the organization and will be tough to reach. And then, the bombshell: they're not allowed to contact customers directly. What?!?!
I can't begin to tell you how many organizations face this problem. This scenario is all too common. It happens for several reasons:
- Stakeholder Control: There's a belief that stakeholders should dictate what teams build, rendering customer data and access unnecessary.
- Time Constraints: Tight deadlines leave no room for deep dives into customer discovery.
- Assumed Understanding: Some think they know everything about their customers, believing sales or marketing will uncover anything new.
- Communication Fears: Concerns that teams might mishandle customer interactions and create issues.
- Customer Reluctance: The assumption that customers don’t want to engage with teams.
Flip the Script
Let’s reframe this thinking.
Here’s why direct customer engagement is crucial:
- Deep Understanding: When teams truly grasp the problem, they can discover the best solutions.
- Eager Customers: Customers want their problems solved and are happy to engage with those who listen and understand.
- Skilled Teams: With proper training, teams can conduct incredibly effective discovery, leaving customers happy and satisfied.
- Reduced Risk: Fast customer feedback loops help teams mitigate risk and find the quickest path to value.
- Data-Driven Decisions: Continuous data gathering allows for evidence-based decisions, ensuring the best solutions are delivered.
Lead the Way
As a leader, when your team hits a blocker in accessing data or customers, be the one to clear the path. Accelerate their ability to discover and deliver value by solving critical customer problems. It not only helps your team succeed but also ensures your organization thrives.
By championing direct customer engagement, you pave the way for innovation and growth.
Written By: Pam Krengel