| Companies often use simple metrics to understand how their product is doing including word-of-mouth metrics like the Net Promoter Score. These simple metrics are attractive because they are easy to collect and promise a clear way to track a team’s success in the market over time. Unfortunately products & services these days are often complex & multi-faceted and so when a customer says how satisfied they are or how likely they are to recommend something the answers are noisy because the customers don’t have the same aspect of the product in mind when they answer that question. This talk is about how to gather that extra context to understand your customer and how it can be a game changer for your marketing or sales strategy, from the way you approach customers to evaluating whether you need to shift the strategy and what you should try.

Takeaways:

1. The customer's emotions about products & services are contextual. They may feel different ways about during different points in their experience - and at many points feel nothing at all. There are simple techniques to gather data about the customer's path to & within the offering.
2. Understanding the customer in context gives you valuable clues about the best way & time to approach them
3. Keeping metrics contextual gives you a better signal about how to improve the strategy over time.