How often do you visit with customers? Do you do quarterly visits? Monthly trips?
Clearly, the answer will vary across different types of businesses. A restauranteur can visit sites daily, and really should do it at least weekly. A designer of nuclear plants probably can’t visit as often. But the primary question is: are you visiting often enough to stay fresh?
I typically find people on either extreme. At Best Buy we had the Steve Jensens of the world (used without his permission!), a VP who visited stores for hours multiple times each week, talking to customers and associates to understand their thinking. You could always count on Steve to know what was on the mind of our customers. Unfortunately, we also had no shortage of people who had to be forcibly dragged to visit a store. When a store is only a mile away from your desk, there’s no excuse for not visiting regularly.
Contrast that to a B2B company I once worked with. After spending a few hours brainstorming on a new reporting package, I recommended we put together some mock-ups and run them by a customer. The room went silent. Finally, one person asked: “Why would we do that? It will take too long” It didn’t take long before I realized that not a single participant in the meeting (besides myself) had ever met with a customer. How does a product manager create great products from their desk?
When was the last time you visited a customer? And, more importantly, when is the next time?