Locations
Recently, we sat down as a team to talk about what makes Projectline different from other customer engagement and consulting companies. As we shared various stories about who we are, what we do, and why it matters, we found that some of the best input came directly from the feedback we have received from customers. Their perspective is probably the best indicator of what it is we do better than other companies.
Of course, we know how we see ourselves as different from our competitors, but that is tied more to market positioning. But in this meeting, I was reminded that it’s healthy to ask your customers how THEY think you’re different. The more you deviate from actual customer feedback, the more you are talking about positioning and less about proven differentiators.
So how can you make sure that your customers’ insights about your product or company are being integrated into your story? How can you use their feedback to tell other possible clients what sets you apart?
- Look for your enthusiasts online. When people tweet that they love you, why is it? Don’t just say thanks—pass those tweets back up to your sales or marketing team or make a note to include their messages (at least in spirit) in your explanation of how you’re different. Bonus: they’re already short and sweet.
- Look to reviews. If bloggers have mentioned you, reviewed your product, or noted new developments in your brand, what have they seen as different? Read between the lines: what made your brand or product worth reviewing?
- As you gather customer evidence, think about using the insights beyond the case study or testimonial. Have sales teams consider what each story teaches them about why the customer succeeded, and consider incorporating those key points into the core story about your brand.
- When advisory boards or customer communities provide feedback for future iterations, use their feedback to inform sales and marketing as well as product development teams. Even if the feedback is critical, look again: customers are often most critical about the features that are most crucial to their business.