Are your customers buying what you are selling??
Stupid question?
I used to work for an expedition cruise business in Australia (best job ever!).
It was going really well until the whole world was hit by the global financial crisis.
We were selling luxury cruises. Very regal. The finest Egyptian cotton bedsheets, marble bathrooms. Award winning food (OMG, the food!). The highest ratio of crew to guests in the world, personal service off the charts. This floating palace went to some interesting places.
Do you know what our guests were buying?
Life changing experiences in unique destinations - Antarctica, Papua New Guinea, the Kimberley. We were the only ship that could get to these places. And our guests wanted to experience them first hand and get home safely.
They were the same cruises. The guests were buying something fundamentally different to what we were selling.
Everything is fine until money gets tight and fewer people are thinking about luxury, while everyone still wants an experience.
It sounds like a slight change, but it fundamentally changed the way we marketed and sold the experience.
I’m doing something similar now, which is why this is in my mind.
Have a think. Are you selling what they are buying? Do you really understand your customer intentions and aspirations?
If you are in doubt, or just a bit curious, let me know.
A bit of curiosity is all I need x
#customerexperience #customerunderstanding
PS. Photo not directly relevant but listening to it while I’m thinking! Old tracks. Great band.
Estimator
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