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Why Most Organizations Don’t Know Their Customers: No Stories

Why Most Organizations Don’t Know Their Customers: No Stories | digital marketing strategy |
It's difficult to say when and where the concept of

Via Karen Dietz
malek's insight:

The headlines of @Karen Dietz scoop  "No Stories"

  • Getting to know one’s customers is best done in their environment, as they’re interfacing with an organization’s goods or services.
  • If organizations don’t want the unvarnished truth, they should stop wasting their customers’ time.
  • Only when Lego took the time and effort to truly get to know its customers did their business turn around.
  • If you want to get to know your customers and what they truly value, talking with them directly is the only way.
Karen Dietz's curator insight, March 25, 2014 7:09 PM

Work has been a whirlwind lately and yet I have many great articles to share with you in the coming days.

This one I particularly like -- even though it doesn't directly mention story. The reason I like it is because when the author, Karen Martin, suggests using qualitative methods for knowing your customers -- that means evoking and gathering stories. 

Oh sure, you could just conduct some interviews that will get you some opinions. But what you really want to do is evoke and collect stories from customers.

You evoke stories by asking customers, "Tell me about a time when ..." Lori Silverman and I wrote a chapter on this in our new book Business Storytelling for Dummies.

Why? Because imbedded in those stories are their personal experiences of  your product/service plus their values, world view, attitudes, and beliefs. Their stories are packed full of important information for you!

The reasons Karen offers for why companies don't know their customers is eye-opening. I know you will get lots of ah-hahs from this post, and some solid ideas of what you need to do.

Karen is a colleague and the author of the fabulous book Value Stream Mapping. So check it out :))

This review was written by Karen Dietz for her curated content on business storytelling at 

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