It’s 2015: Do You Know What Your Customers Are Trying to Do?

Posted Thursday, March 5, 2015 in Customer Experience by Patricia Seybold

Here’s a variation on the old parental refrain: “It’s 10 pm, do you know what your children are doing?” Do YOU know what your different types of customers are trying to accomplish? How do your products and/or services help them do that better, faster, cheaper? What are the contexts in which they’re currently operating? (Are they planning ahead, engaged in a project, coping with unpredictable problems, dealing with a true emergency?)Customers' clear paths on Websites

If you haven’t revisited your customers’ scenarios in the last 24 months, we encourage you to do so now. It’s highly likely that the things your customers and prospective customers need to do have changed dramatically over the past couple of years. It’s also probable that the customer segmentation that worked well two years ago is not quite right anymore. Customers’ situations change. The way they view the world changes as they evolve and grow—as people, in their lives, jobs, and companies.

We practice what we preach. It’s been over two years since we revisited our own customers’ scenarios. So, we’re reaching out to a number of you to interview you about what you do, how you do it, and how you’d like to do a better, easier job of it.

If you haven’t received an email yet asking for an interview, but you’d be willing to let us pick your brains, please reply to Patty Seybold ( or Ronni Marshak ( We’d love to spend 30 minutes with you getting (re-) introduced to your world, your goals, your customers, and the challenges you face in making it easy for your customers to get the things they need done.

In the meantime, read Ronni Marshak’s latest article about website design basics and take a fresh look at your site. Maybe it’s time to revisit your customers’ scenarios?


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