Of course you want to listen to feedback from past and current customers – both positive and negative. But as Sascha Moore, founder of Create Design & Marketing, explains, you can go overboard in using customer feedback as part of your marketing.
Chatting on the My Business Podcast about how to identify your unique selling point (USP), Sascha says for her it is very much an internal process.
“As a personal style, I don't seek other people's opinions about that so much. Only in the sense that I feel like I need to be very certain of what we're offering and offer it with confidence,” she says.
“I don't say that out of arrogance, but I say that as if I'm asking my clients, ‘What do you think of our service offering?’ is almost asking their validation; I feel that that discredits me.”
Sascha says that doesn’t mean you should exclude feedback altogether, but seek it using a different approach.
“I will always make sure that it's a very open discussion, and equally when I was working on [my company’s] website, I called a few really good friends and professional contacts and said, ‘Look, we are working on our website and this is how we're positioning ourselves. Would you agree with that?’,” she explains.
“For the most part they said, ‘Yes, but also this’, so it was nice to get that additional insight.”
For Sascha, she sums up her approach as such:
“I guess my point is that I come completely from an inward perspective, because then I know that I can deliver what we're committing to with absolute confidence, because I haven't relied on any external influence for that,” she says.
“Having said that, of course I'm going to morph and tweak and be fluid in our offering based on what I'm hearing as the expectation from the markets [and] from the clients [changes], and never ever going into it with a hard and fast, adamant perspective.
“For me it's more of an organic process: if somebody says something I'll really tune into that expectation or that opportunity or that moment and just really make sure that I'm then delivering that to them in a more sort of subtle way.”