It’s not just important to ask them questions and get their feedback, it’s equally important to follow the data and use it to optimise processes so we don’t waste time and resources chasing the wrong things.
James Ogunjimi
Yesterday, I was in the middle of a podcast series my team has been working on and a conversation reminded me of how important it is to hear from customers and also rely on data. It was a conversation on installment payments and the guest was the CEO of WakaNow.
WakaNow has a pay small small offering where you pay 25% on travel or vacation tickets and spread the balance across 24 hours to 6 months.
So the CEO asked us to guess what the most popular repayment period selected is from 24 hours to 6 months. The guesses ranged from 3 weeks to 2 months to 5 months, and all. You can take a guess too if you want.
Her response was 24 hours.
Surprised?
Yep, people would take out pay small small plans with interests and all and they won’t choose 6 months or 3 months repayment period. They’d choose 24 hours.
That’s crazy and totally not what anyone would have thought possible. Why choose to pay all those interests over a 24-hour period?
No matter how much domain experience you think you have, customers will shock you, and if you’re building or marketing outside of the feedbacks and data from them, you’d be barking up the wrong tree.
That conversation reminded me of a similar conversation I had with my oga, Joe Aito, 3 years ago about how one of the largest buyers of Lux Soap in Nigeria are the white garment churches/members and people who use it for prayers on beach sides.
I’m sure that when the brand was drawing out extensive personas and target audiences, they couldn’t have envisaged that a core audience would be those using it for prayers. 😀
Customers will what? They will shock you!
It’s not just important to ask them questions and get their feedback, it’s equally important to follow the data and use it to optimise processes so we don’t waste time and resources chasing the wrong things.
If you want to have a conversation on target audiences or understand your ideal customers better, let’s talk here.
