3 Tips to be Customer-Centric for Growth: Reflections on GrowthBeat

I heard about Venture Beat’s GrowthBeat conference a little last minute and made the decision to attend.  As a marketer and a founder of a platform often leveraged by marketers, I was interested to hear the latest on growth (who isn’t?) and connect up with other marketing minds in the tech community.

GrowthBeat brought together some excellent speakers and panels — great case studies of how companies that have been willing to push the boundaries, iterate quickly, and leverage new tools are learning and finding success.  But a few themes resonated for me at the higher-level–themes that spoke to the future of marketing, the future of organizations, and the role of the voice of the customer to drive growth.

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Feedback: Bagels and the Art of Real-time Customer Listening

Feedback is a powerful concept.  The word itself sets you up for improvement—even success.  And, so, for your online business (as a software-as-a-service (SaaS) provider with customers, a blogger with an audience, or an e-commerce product with a market), you want to solicit—heart-in-hand—feedback.

Getting Enough Responses

You are looking for feedback in any form:

Great, small, lean, prolific.

Negative, positive, optional, specific.

Feedback from fathers, mothers, uncles, cousins.

Feedback by tens and dozens.

Use a feedback tool that increases the likelihood that your audience will respond.   That is, for your SaaS app, blog, or e-commerce site, don’t use email surveys—ask for feedback inside your product.  Email surveys can hope for open rates of 20% and even lower response rates.  In-app surveys regularly achieve response rates of over 40%.

Context is Everything

In-app NPS Wootric
In-app NPS Wootric Survey

Feedback is nothing without context.  Read More…

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