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How to Walk in Your Customer’s Shoes

30 July, 2013 by James Lawther 6 Comments

We have all been told to “walk in our customer’s shoes”.

When we walk in our customer’s shoes we can understand what our customers want:

  • What their problems are
  • What pressures they feel
  • What is going on in their minds

And if we can really understand our customers we can:

  • Communicate better with them
  • Give them what they need
  • Become their supplier of choice

And make billions (sorry, having a greedy moment).

What is not to like?

But we find it very difficult

Lord alone knows our own shoes are painful enough without trying anybody else’s on for size.

Here is a simple solution

Don’t try to act like a customer, hire some of them instead; employ people who buy from you:

  • They are fans of your business
  • They are far more likely to become engaged employees
  • They know exactly how it feels to walk in your customer’s shoes, they own a pair

It is ever so easy

Hiring your customers also makes recruitment so much simpler; after-all you know exactly where to find candidates.  Follow the lead of Southwest Airlines who ran a promotion on their sick bags:

Sick of your job?
If you’d prefer a career that’s fun and challenging, join the crew of the airline reported in Fortune magazine as one of ‘America’s Most Admired Companies’.

(I’m not entirely sure they didn’t hire a load of motion sickness sufferers, but you get the point).

Of course, we will never truly understand your customers, no solution is perfect, but this one might just take us a step or two closer.

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Filed Under: Blog, Employee Engagement Tagged With: colleagues, customer behaviour, no substitute for experience, recruitment

About the Author

James Lawther
James Lawther

James Lawther is a middle-aged, middle manager.

To reach this highly elevated position he has worked in numerous industries, from supermarket retailing to tax collecting.  He has had several operational roles, including running the night shift in a frozen pea packing factory and carrying out operational research for a credit card company.

As you can see from his C.V. he has either a wealth of experience or is incapable of holding down a job.  If the latter is true this post isn’t worth a minute of your attention.

Unfortunately, the only way to find out is to read it and decide for yourself.

www.squawkpoint.com/

Comments

  1. Annette Franz says

    31 July, 2013 at 4:25 am

    James,

    I agree with you 110%. I wrote about this very topic and the various reasons it’s a great idea in Would You Hire Your Customers? (http://cxjourney.blogspot.com/2012/06/would-you-hire-your-customers.html) Who better to hire than someone who is already passionate about your brand? Half the battle is won.

    Annette ::-)

    Reply
    • James Lawther says

      3 August, 2013 at 12:07 pm

      Thanks for the link Annette

      Reply
  2. Adrian Swinscoe says

    3 August, 2013 at 10:30 am

    Hi James,
    Brilliantly simple and, I imagine hugely effective.

    Thank you for pointing out the not so obvious obvious :)

    Adrian

    Reply
  3. maz iqbal says

    3 August, 2013 at 9:22 pm

    Hello James,

    A sensible suggestion which i wholeheartedly support. And, there is no substitute for actually stepping into your customers shoes and actually walking. To do this properly requires genuine thought and considerable effort. Just think of Undercover Boss.

    Maz

    Reply
  4. Знакомства Ленинск Кузнецкий says

    14 August, 2013 at 2:44 am

    Yesterday, while I was at work, my sister stole
    my apple ipad and tested to see if it can survive a thirty foot drop,
    just so she can be a youtube sensation. My iPad is now broken and she has 83 views.

    I know this is totally off topic but I had to share it with
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    Reply
    • James Lawther says

      14 August, 2013 at 6:47 am

      I am sure that is spam, but as spam goes it is very good

      Reply

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