Discover Your Customer Elevator Rant for U. of MD Dingman Center

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Bob London presented to students in the University of Maryland's Dingman Center for Entrepreneurship on various ways to understand the world from their customers' perspective.

Marketing

@londonink
Bob London  President & Founder  London, Ink
U of MD Dingman Center Entrepreneur in Residence
Discovering Your
Customers’
“Elevator Rant”
Listening > Insights > Growth

@londonink
Adam, I brought you a
small token of my appreciation.

@londonink
An elegant,
hand-
carved
frame
made of
the finest
and rarest
Brazilian
teak!
I even
autographed
it!
Featuring
my
patented
“casual-
jacket-
thrown-
over-the-
shoulder”
pose!
Full color!

@londonink
That’s more like it!Wait…even better!

@londonink
Too Many Companies Have the
Wrong Perspective: Their Own

@londonink
8
The Disconnect Between
Marketers & Buyers

@londonink
What’s Important from the
Customers’ Perspective
HOW DO WE KNOW
?
TRY ASKING THE
CUSTOMER 

@londonink
Wait, I’m an entrepreneur!
Shouldn’t I go with my vision and
passion rather than just listen to
what the customer wants?

@londonink
Your Vision
What
People
Will
Actually
Buy
What
People Say
They Want
$$
$

@londonink
Great Ways to Learn Your
Customers’ Perspective
 Follow them around for
a day.
 Watch them use your
product or service.
 Concierge demo
 Quantitative surveys*
 One-on-one interviews
16

@londonink
Software Case Study, Part 1
Using 1 on 1 interviews to figure out why a
product isn’t selling
17
We have a cloud
management platform!
Zzzzz…(ya
wn)…#platit
udes
Is there
one
problem it
solves
really well?
Many features to help you
manage your complex
cloud environment.It’s like a programmable light
switch to turn off your idle
cloud servers…saving
$000’s.
Cool. Can I just
buy that
feature…not the
whole platform?

@londonink
Software Case Study, Part 1
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product isn’t selling
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We have a cloud
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udes
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Cool. Can I just
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TIME TO PIVOT!
From Swiss Army Knife to
Meat Cleaver

@londonink
Software Case Study, Part 2
Using “concierge demos” to
iron out the UX/UI
19
We’d like you to use
the product while we
watch and ask
questions.
OK.
Sure.We’ll even give you a
branded hoodie!
ParkMyCloud:
Idea to Revenue in 10 Weeks
1st Multi-national customer within 2 weeks
of launch; 75 sign ups to date

@londonink
YOUR TURN
Share an Example of How You Listened
to Customers and Used the Insights to
Improve Your Product or Service

@londonink
Thanks!
Bob London
bob@londonink.com 240-994-7644
www.londonink.com @londonink

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Chief Listening Officers

1) The document discusses how leaders can use "agenda-less listening" to better understand what customers aren't telling them and create meaningful differentiation. It advocates having open conversations without preconceived notions to learn customers' perspectives. 2) It provides tips for conducting an "agenda-less listening tour" including creating a target list of current, former, and prospective customers, asking thought-provoking questions others don't ask, and discovering customers' "elevator rants" or raw, unfiltered feedback. 3) The insights gained from these conversations can be used to improve various aspects of the business from product development to marketing messaging to customer experience. Listening without bias is presented as a way for companies to better

Customers: The Ultimate Silo Splitters

Chief Listening Officers

Burn the Whiteboard - Webinar for TechServ Alliance Members

Chief Listening Officers

Alumni Relations -- Listen First. Engage More. (THE POWER OF INSIGHTFUL LISTE...

Chief Listening Officers

PRESENTED AT THE SUMMER 2017 UNIVERSITY OF MARYLAND ALUMNI RELATIONS MEETING Perhaps the greatest strength one can have when meeting with a donor, alum, or colleague is the ability to listen. But what if we listened for the sole purpose of engaging and learning rather than to get someone to do something? It’s a different type of approach—for perspectives and opinions. Bob London, Founder & CEO of Chief Listening Officers, provides a high-energy dose of customer perspective and offers tips on what you should ask to get unbelievable, fresh and non-obvious insights from the other side of the table to improve results.

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