VerticalResponse – What Makes Customers Tick
At VerticalResponse, we don’t get a lot of face-to-face time with our small business and non-profit customers. I hate that. Since we’re an online marketing solution, we really only get ear-to-ear or chat-to-chat (online) with them, not in person. With over 100,000 customers, it’s not easy and quite expensive to do big live events when you’re only charging them $10 a month to use your service.
Right now we are building some really interesting tools that will definitely change the way our customers use and think of VerticalResponse. I’ve got a pretty good gut feeling when it comes to features our customers need, because I run a small business myself. But you can’t always rely on just gut, especially when you’re spending a nice chunk of money on what you’re building.
A few weeks ago, I decided that it was time to reach out and get a check on that “gut feel.”
So we invited 15 or so of our customers to our offices, paid them $300 for the day, fed them and asked them questions about their business and ours. It was an amazing experience for both our team as well as for them. They got to meet other people experiencing the same things in totally different industries, and we got to hear in-depth what makes them tick.
We started off by asking them to introduce themselves, their businesses and one interesting thing about themselves. It was a great ice breaker! We had a businesswoman who teaches hula dancing on the side and an animator who does tequila tastings! A lot of fun.
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