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Listening to customers has to be continuous

Name: Listening to customers has to be continuous
Uploaded: 2020-11-08T21:34:20+00:00
Duration: 1 min 14 s
Channel: Bob London
Description: In this brief interview, Bob London asks a speaker about the role of customer insight in website redesign and messaging. The speaker argues that relying…

8 Nov 2020 · 1 min

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In this brief interview, Bob London asks a speaker about the role of customer insight in website redesign and messaging. The speaker argues that relying on a one‑off discovery phase is insufficient; instead, organizations should embed ongoing, real‑time feedback loops to continuously hear from customers. While Bob wonders if discovery should be split evenly with design, the speaker suggests that in practice discovery often receives a tiny fraction of effort. They also note that moments like the pandemic—or any strategic shift in messaging—present ideal opportunities to pause and deliberately reassess customer input, but such pauses should be part of a broader, continuous listening strategy rather than a one‑time exercise. The conversation ends with Bob thanking the speaker.

You've spoken strongly about the need to have the customer's voice in there somehow. How much of the effort should be, "Yeah, we can build a new website, but we have to dig in and understand what the world thinks of us today and what we want them to think of us." Like, is that a— is it 50% discovery and understanding and insights and 50% designing the website? What I see is it's 5%, unfortunately.
It has to be more than that. Where my thinking's evolved on this is It can't be a one-time thing for this exercise. Hearing from your customers has to be more important than we did it 2 years ago and this is the results, right? It has to be the feedback loop you get has to be set up so that you get it, you know, all the time in real time and that you're speaking to them. I think you have to be very deliberate at times, right? Like you have to stop and say, okay, we have these, these mechanisms to hear from our clients on a daily, weekly basis when we're done with a campaign. And I think at times you need to say, we need to do even more than that. It needs to be a bigger project. Let's take a timeout and be very deliberate about it. This is a good time to do that. If you're thinking about your messaging, it's a good time to do it. But there are other good times to do that.
When you say this is a good time, are you referring to the pandemic?
I mean, I think pandemic is a, is a great time, but I meant more of when you want to change your messaging It's like a perfect time to do it, but there are other perfect times to do it.
Well, thanks for your time. I think people will get value out of it, and I know your time's really precious, so thank you so much. Thanks, Bob. All right. All right. Take care.