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Sally Foote (VP of eCommerce, GoCompare) - The Stories Your Customers Will Tell You

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THE STORIES YOUR
CUSTOMERS WILL TELL YOU
AND HOW TO ACTUALLY LISTEN TO THEM
SALLY FOOTE
VP of ECOMMERCE

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Photo Credit: Colgate

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Photo Credit: Sarthak Bhalla, Medium

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Sally Foote (VP of eCommerce, GoCompare) - The Stories Your Customers Will Tell You

  1. 1. THE STORIES YOUR CUSTOMERS WILL TELL YOU AND HOW TO ACTUALLY LISTEN TO THEM SALLY FOOTE VP of ECOMMERCE
  2. 2. Photo Credit: Colgate
  3. 3. Photo Credit: Sarthak Bhalla, Medium
  4. 4. Photo Credit: Zdnet
  5. 5. TEST YOUR UNDERSTANDING OF THE PROBLEM BEFORE YOU TEST YOUR SOLUTION TO THE PROBLEM.
  6. 6. BELIEVE IN THE ART OF RESEARCH. BUT QUESTION WHAT YOU BELIEVE FROM THE RESEARCH.
  7. 7. Photo Credit: Amazon
  8. 8. Photo Credit: Amazon Are you asking the right question?
  9. 9. Photo Credit: Amazon
  10. 10. Photo Credit: Amazon
  11. 11. You don’t have to use everything you get.
  12. 12. DON’T DO EVERYTHING YOUR CUSTOMERS TELL YOU TO. WORK OUT WHAT IS ALSO RIGHT FOR YOUR BUSINESS.
  13. 13. Photo Credit: Amazon
  14. 14. Photo Credit: Amazon You need a strategy of elimination.
  15. 15. Photo Credit: Amazon
  16. 16. Photo Credit: Amazon They can’t always tell you what they’re thinking.
  17. 17. Photo Credit: HiClipart
  18. 18. Photo Credit: HiClipart No one spends money like this in real life.
  19. 19. THE MORE REAL THE TEST SCENARIOS, THE MORE REAL RESULTS.
  20. 20. Get out to where you need to be.
  21. 21. Photo Credit: Amazon
  22. 22. Photo Credit: Amazon What’s the fastest way to prove or disprove my suspicions?
  23. 23. Can I find ways to watch customers in action?
  24. 24. Can I test this out by pretending?
  25. 25. USE LOTS OF DIFFERENT TESTS TO REALLY VALIDATE YOUR UNDERSTANDING OF CUSTOMER PROBLEMS AND NEEDS. A:
  26. 26. USE LOTS OF DIFFERENT TESTS TO REALLY VALIDATE YOUR UNDERSTANDING OF CUSTOMER PROBLEMS AND NEEDS. A: HOW SHOULD YOU LISTEN TO YOUR CUSTOMERS? Q:
  27. 27. sally.foote@gocompare.com @sallyfoote https://www.linkedin.com/in/sallyfoot e/ THANK YOU!

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