Why do we find it so hard to put ourselves in our customers’ shoes?
I spend a lot of time going on about the importance of research for customer-focused messaging.
Mostly because, understandably, it can seem unnecessary to clients who feel they know their customers well.
Sometimes however, what we *think* our customers think doesn’t always match what they actually think. We have a natural tendency to project our own opinions into our messaging, often subconsciously.
This got me wondering. 🤔 If we know that putting ourselves in the customer’s shoes is the right thing to do, why do we find it SO difficult?
An eye-opening article in the HBR suggests that the act of trying to empathise with our customers only serves to activate our own consumer identities.
In other words, when we try to visualise our customer doing something (choosing a car or buying a sandwich) we start by visualising ourselves in the situation. 💭
This self-image is so strong that it influences our decisions about our customers, even when the customer in question has a completely different profile from our own.
The act of trying to empathise backfires and causes us to do the opposite.
Researchers found that a good way to make us aware of our biases is to discuss our opinions with other people. For example, when decisions were made in team settings, the variety of opinions mitigated the levels of egocentricity.
Interesting, isn’t it? And, perhaps unsurprisingly, it all comes down to human nature.
Our own experiences have such an impact on the way we see life, the only way to truly know what it’s like to be in someone else’s shoes is to ask them. 💬
I ask all my clients if I can speak to their customers before we start planning their messaging and copy.
My questions ask about the customer’s decision-making processes; their struggles, their desires, any objections they needed to overcome before they made their decision, and what changes and benefits they experienced after buying.
Sometimes our beliefs about the customer are spot on. Other times we’re surprised by what’s important to them.
But without the research, we just can’t know for sure.
In fact, I’m sure there’s a life lesson there too about really listening to other people's opinions.
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I offer stand-alone Voice of Customer (VOC) research for clients who want to know what their customers really think and how to connect with them more naturally in their messaging.
My process and analysis make it easy and low-touch for my clients.
As well as confirming what customers need to know about your service or product before making a purchase, we also select VOC swipes and testimonials that can be used directly in your copy.
Follow this link for more information about my VOC research. Or just get in touch for a chat. 🙌
Also, I’m interested…do you carry out customer research?