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An outside expert will get to the customer's truth

Name: An outside expert will get to the customer's truth
Uploaded: 2020-11-08T21:41:58+00:00
Duration: 1 min 15 s
Channel: Bob London
Description: Bob London has conducted over 2,200 customer interviews. An outside expert gets customers to be more honest because they don't feel pressure to protect…

8 Nov 2020 · 1 min

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1:15

Bob London has conducted over 2,200 customer interviews. An outside expert gets customers to be more honest because they don't feel pressure to protect the relationship with your internal team. The real skill is asking the right questions and listening closely enough that customers reveal things they didn't know they thought.

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I also think, not to be blatantly plugging you, but I think it's important to get someone outside to do it for you and with you, right? I think you get more honest conversations with clients when they know that, that you've hired someone to help you improve, right? It's very easy to go to clients and say, hey, we brought Bob London in to help us get better. We want you to be as honest as you can with Bob so that we can get better. And you'll get really great answers from clients with a third party versus when you come up and say, hey, tell me how I can improve. You may get— so you'll get like some clients will give you good feedback, but most of them will say, oh, we've got a relationship, you're great, I love you. And that's not necessarily how they really feel.
I appreciate that. And I think the independence is important. I think that the other thing, the questions you ask and the way you listen to the answers and the way you respond are actually the most important thing. I could teach someone to ask those questions and listen, you know, actively. It's really the questions get people to think differently before they answer. I've done over 2,200 customer interviews and the number of times people have said, "Huh, that's a good question and no one's ever asked me that before." I know I'm going to get some insight there.