In the second part of this series, Insights from Kevin Roberts, we ask the former CEO of Saatchi & Saatchi what goes on in his head when he talks to clients.
Interviewed by one of our strategists Glenn Bartlett, Kevin shares his insights on marketers’ most vital resource: their customers’ pain.
Take the Time to Identify Your Customers’ Pain
According to Kevin, when it comes to helping out a client, your top priority is to find out what their customers’ pain points are.
From there, he creates a tailored strategy revolving around solving these points in order to make the company grow in the most effective and efficient way possible.
Example: My Food Bag
For example, My Food Bag is a New Zealand–based food home delivery service in which Kevin is the chairman. The founders, James and Cecilia Robinson, grew the company from what essentially started out as nothing to a $160 million business.
They did this by investigating what major pain points were faced by their customers. They discovered the most asked question in a New Zealand household: “What’s for dinner tonight?”
They then analysed and concluded that such a question would become tiring to hear again and again and that nobody wants to consistently take the responsibility of answering that question. My Food Bag was the answer.
Another notable pain point was that people did not like going to the supermarket. Whether it was because the supermarket never has what they want, because the car parking is always full, or because waiting in line for the cash register just seemed like a tediously dull task, majority of the people did not like going to the supermarket. And once again, My Food Bag was the answer.
The third pain point was identified with the help of a study conducted by the University of Auckland. They researched on the factors that contributed to both dysfunctional and happy families.
The key differentiator was simply and surprisingly obvious: “Happy families eat dinner together”. So how can you let families eat together all the time? My Food Bag was the answer.
Kevin says it is crucial to be open-minded, to accept that there is a lot to be learned, to be eternally curious, and to be quick and efficient when you understand what must be done.
It’s not an easy task, but for your business to stand out and win, you need to take the time to identify your customer’s pain points.
By doing so, you will be capable of developing the best products and services, and you will be able to reach out to the right people who crave what you’re selling and deliver unparalleled customer experience.
Did you find this video interesting? You might like our blog post about how to captivate the right audience.