So many things have changed for your clients, customers, and stakeholders during the past year that organizations shouldn’t take anything for granted. Each of these groups is likely to have drastically different decision-making processes due to the global downturn, and you need reliable information to know what has changed.
So how do you know what’s different? Well, you have to ask. And, now is a great time to get started, before you invest in new outreach efforts, marketing or new product or service development.
If your organization is already engaging your clients and stakeholders through various Web 2.0 tools such as a blog or social networking sites like Facebook or Twitter, that’s great. Use these forums to listen and open a dialogue about what’s different. Or, conduct some one-on-one interviews or hold group discussions with the people important to your organization. If you believe a necessary quantitative measurement would provide more insight, create a brief online survey.
The most important thing is to begin the conversation. But, you need to ask the right questions. If you do, your organization will be much better prepared to address the changing needs of your clients and stakeholders. You will better understand how their relationship with your organization may have changed and what it will look like in the future. Remaining in the dark could harm your organization even more.