Strategies for Continuous Improvement in Client Research

Real client conversations teach more than any marketing course. At our agency, we record every client call. These recordings have become our most valuable training asset. Here's how we turn client conversations into agency expertise: ➡️ The Review Process Each week our team analyzes client-facing calls: - New client onboarding - Strategy presentations - Problem-solving sessions - Content brainstorming sessions - Weekly status calls ➡️ What We Look For Our review sessions focus on specific elements: - Question techniques that reveal client challenges - Explanation methods that resonate with clients - Common objections and effective responses - Solution presentation approaches - Supporting visuals ➡️ Knowledge Distribution We share insights across the agency: - Weekly team debriefs - Documented best practices - Updated playbooks - Peer mentoring sessions ➡️ Continuous Improvement Every call teaches something new: - Client pain points evolve - Industry challenges shift - Solutions adapt - Communication methods improve ➡️ Building Institutional Knowledge These lessons compound over time: - New team members learn faster - Veteran staff stays current - Client relationships deepen - Service quality increases Your team's collective experience matters more than any individual expertise. I've implemented different levels of call reviews at my agencies over the years and it's even easier now to create a system (we use Fireflies to capture, transcribe, and organize the calls automatically). This process enables us to make every client interaction count twice: once for the client, once for your team.

Continuous research and iterative design benefit leaders who want to build team momentum. Building momentum with other stakeholders is challenging when working with large teams. Getting everyone aligned can be tough, but consistent delivery and user-informed decisions make it much easier. It’s one of the hardest parts of design. Here’s how we overcome this difficulty. We run weekly design cycles that build on what we learned the previous week. We use Helio to test and gather insights from a large, targeted audience. Here are the areas to structure in your process: → Start with a KPI Continuous research helps leaders set relevant and realistic KPIs by understanding market trends, customer needs, and competitors. This ensures that KPIs match business goals and can be used to frame leading metrics in the design process. → Create a Hunch Ongoing research helps leaders validate their initial ideas, reducing the risk of following unproven concepts. Iterative feedback sparks new and creative solutions based on real-world data. → Develop 3-5 Concepts Research-driven insights help leaders create concepts that appeal to target audiences. By testing and refining these concepts, leaders can focus resources on the best ideas, reducing waste and time. These concepts could be focused on one area or multiple concepts across the experience. → Refine Iterations Iterative design uses user feedback and user experience data to make each version more impactful. Continuous research helps spot potential issues early, allowing for timely adjustments and reducing the risk of major setbacks. → Release Concepts Iterative testing ensures that the final product is thoroughly checked and ready for the market, boosting its chances of success. By continuously using customer feedback, the final product will more likely meet customers' needs, leading to higher satisfaction and loyalty. Continuous research and iterative design can provide leaders with a structured approach to innovation. They ensure that each step is informed by data and user insights, ultimately leading to more successful and impactful products. I’m happy to share more of our experiences with leaders. #productdesign #productdiscovery #userresearch #uxresearch

Assumptions can lead to costly mistakes. My first SaaS company didn't go anywhere. I thought I was so smart, but going after the wrong people + building for wrong people cost me everything. Lots of hours put in, very little output. Most marketers think they know who their ideal customer is, and they think they know them. But until you validate your assumptions, you’re operating on guesswork—and guesswork is expensive. When I launched the first version of Wynter, I targeted copywriters... after all, who cares more about copy than them? Turns out most of them did not want any messaging validation work ("I don't like people judging my work" lol) + they didn't have any money. There was no pain they felt on their end regarding messaging validation. The pain was all in-house, felt by people hiring the copywriters: will this work? What does my ICP really care about? How can we make this copy stronger? My ICP research work had been lackluster, and I paid the stupid tax (six months of wasted efforts). A strong ICP (ideal customer profile) is built on real insights—validated, actionable, and directly tied to your audience’s needs. Avoid my mistakes and continuously refine your ICP: 1. Interview your customers: Talk to recent buyers or lost deals. Learn why they chose—or didn’t choose—your solution. Focus on the specific triggers that drove their decision and the language they use to describe their needs. 2. Survey your target market: Use target market surveys to dig into pain points, priorities, and decision-making processes. If you're in B2B, Wynter will deliver responses in 48 hrs. 3. Analyze sales conversations: Dive into sales call transcripts using tools like Gong or Chorus. Spot patterns in objections, common themes, and recurring questions your prospects raise. 4. Test your messaging: Use tools like Wynter to test key website pages with a vetted audience that matches your ICP. 5. Study competitor positioning: Analyze competitors’ messaging to uncover what they emphasize and where you can stand out. For example, if their messaging focuses on efficiency, can you carve a niche around customer experience and support? 6. Audit internal data: Review internal resources—support tickets, chat logs, and retention data. Who uses you the most, who gets the most value out of you? 7. Create iterative feedback loops: Insights aren’t static. Use tools like Wynter and Gong regularly get a pulse on your ICPs changing needs and perceptions. Building a strong ICP isn’t about guessing; it’s about listening—through tools, conversations, and data. The payoff? Better targeting, clearer messaging, and avoid paying the stupid tax.