I’ve been reading Allison Fine’s wonderful book, Momentum: Igniting Social Change in the Connected Age.
In one section, Fine talks about “the listening deficit” that cripples most organizations, positing that corporations and NPOs alike tend to continually push their own agendas and hope their customers will simply remain quiet and keep giving them money.
When they later realize this isn’t working, for whatever reason, they hire outsiders to figure out who their customers really are and what they need. Instead of listening to their customers, donors, volunteers, employees, fans, and so on in the first place, they pay someone else to do something they could and should have done themselves.
After pondering this rant for a moment, I thought about the User Experience profession. (I could stop there and many of you would probably get the joke, but I’ll finish the thought for those less familiar with the UX world.)
In the UX profession, firms such as Adaptive Path and Cooper are often hired purely to research an organization’s audience so the organization can more effectively design products that meet the audience’s needs. In fact, user research is one of the core tenets of most interaction designers, with few exceptions.
But since the web has given every one of these organization’s audience members an equal voice to praise, complain about, or question these organizations, and it’s the same web that everyone else uses, any organization should be able to hold a real conversation with its audience on its own, with practically no overhead, and yield positive results from it.
In other words, if companies were any good at listening, we wouldn’t need user researchers.
An open conversation changes everything. Instead of paying lip service to customer service, opening up a genuine 2-way conversation with your customers can eliminate the need to hire an outside firm to learn about it for you.
Instead of looking to Cooper to tell you who your customers are, consider checking your inbox. And your blog comments. And your customer complaint database. (I could go on, but I’m sure you have other things to do.)
It’s your company. You should know your customers better than anyone. Why pay someone else to talk to them for you when you can simply start listening to what’s already being said right to your face?