Do you see what I see? Or more, importantly, do you see what your customers see?

As managers, we’re often so busy with our jobs, we tend to see customers with problems, very important customers, or see customers episodically.  A result of this occasional seeing can be that our perceptions may not fully match the reality of our current, or of our prospective, customers.

This implicit perception problem was reinforced in a recent project, when we spoke personally to a mix of a client’s customers and prospective customers.

It seemed that the client’s advertising was cutting through very effectively, as all knew the client, its products and its locations.

However, one major barrier for prospective customers emerged from these discussions.

The people shown in the client’s advertising were almost entirely blue-eyed and blonde.  This was unremarked on by customers.

But the prospective customers said that the advertising showed that this business was a club for one group in the community, but not for all.

The reality was that the client’s business was a totally inclusive business – and would serve any customer very happily.

The problem was that the client had just not seen what prospective customers saw.

The solution was quick and easy.

A more varied and population-representative group of people were used in the following advertising campaigns.  And business rose as a result of the more inclusive vision of who its customers were.

The busy managers just hadn’t had time to see what the prospective customers saw, and so had been missing opportunity.

If you think there are opportunities to increase your business, by knowing whether what you see is what your customers and prospective customers see, please call or email Philip Derham to discuss how we can help strengthen that commonality of view – and so your business.