In my combined 15 years of Market Research and SaaS the first F-word has been most important:
(F)ocus on the customer as the key asset to you business.
(U)tilize customer insights to make sound decisions.
(C)reate a company culture that puts the customer first.
(K)ick out bad company habits that turn a blind eye to customer raised issues.
If we are not doing this, we will be out of business in the next five years! The bread and butter, baby! Think about it like this the great brand, product, service, etc. start and ends with the customer (bread). Sometimes we get caught up on the butter “We have the best”, “We are the best” which is cute, but all that butter falls to the floor if it’s not held together by the bread.
Next F word is Familiarize. Familiarize your organization on common customer habits and double down on improving those experiences. One way to get knee deep in this data is to run Customer Satisfaction and Customer Buying Habit surveys. Spend time on a quality Customer Experience program and harness all those customer lust into a Customer Insights community for real-time insights.
Last F word is Freemiums. Freemiums are gateways to partners. Give them a taste and show them the best of what you got. Now common mistake is relying only on the product to demonstrate that. No my friend, your Customer Team is the tie breaker. 70% of buying experiences are based on how the customer feels they are being treated. (McKinsey) and 83% of consumers require some degree of customer support while making an online purchase. (eConsultancy). So while you may have them on a 7-day trail to get a taste use this time to show your power of world-class customer support.