It is easy to get stuck in a rut. To simply carry on doing what one has always done. Indeed it is often good to abide by the “if it ain’t broke don’t fix it” theory, however, the problem comes when we forget to address the needs of our customers, when we carry on simply selling them the same product with little thought.
The definition of disruption by Professor David Rogers at Columbia Business School is helpful: “Disruption happens when an existing industry faces a challenge that offers far greater value to the customer in a way that existing firms cannot compete with directly.” Think Airbnb versus the hotel industry.
Airbnb addresses the customers need by thinking outside of the conventional box, it offers something to the consumer that the hotel industry cannot. We need to learn from this. We need to learn that just because the customers are buying it doesn’t mean that we are selling what they want, we might just be the only option.
It is always worth asking your customers what they want, constantly engaging with your customers means that you have the opportunity to pick up on changes in their requirements. Customer surveys are a valuable tool, at Aardvark we can conduct surveys for you if the idea of asking for feedback from your customers leaves you feeling cold.
Disruptors are useful because they shake up the marketplace and allow customers’ needs to be addressed in different ways. Indeed it has been said that “disruptors have become the template for success.” It might be worth thinking about how a disruptor could alter your business. Take a moment to review your customers’ needs and check that you are meeting them. Who knows – it may be you that becomes the disruptor in your industry?
For help conducting surveys or for an informal discussion about your marketing please contact Aardvark on 0121 222 5743 To read more about our services please visit our website staging.aardvarkmarketingconsultants.co.uk