Track: Marketing to Small Businesses
In today’s hyper-competitive environment, it’s not enough to give customers only what they ask for. A truly happy customer is one who successfully achieves their goals – including those they didn’t even know they had. By going beyond secondary data and survey research and experiencing customers’ day-to-day pressures first-hand, both the obvious and latent needs of your audience rise to the surface and drive opportunities for innovation in your business. In this session designed for those who want to take their customer experience to the next level, Anna Stoesz and Pete Steege will share how deep, first-hand immersion into the challenges and mindset of small business owners led to the design and creation of a highly personalized resource center and online experience that meets the unspoken needs of customers.