High-impact initiatives are almost always the result of rigorous analysis. When I coach leaders on the PR/FAQ method, the most common mistake I see is a “Customer Problem” section that is purely anecdotal.
Done correctly, a PR/FAQ starts with a specific customer problem identified through a data-based, analysis-based insight.
These insights typically fall into two categories:
1. Direct Customer Analysis: Identifying unmet needs by asking the right questions.
2. Operational Instrumentation: Investing the time to measure the speed, cost, and quality of every step of your customer journey.
Sometimes, the most profound insights come from the simplest questions. I recall reading an Amazon customer survey circa 1999 in which we asked customers why they did not buy from us more often. The top four reasons were:
a) I don’t like paying for shipping.
b) You didn’t have the item I wanted.
c) Your price was too high.
d) I need the item faster (5-7 days is too long).
These simple responses to a simple question provided all the insights we needed to define our strategy. They provided data-based insights that led directly to the creation of Prime (fast, free shipping), our focus on Operational Excellence (fast delivery, low prices), and the expansion of our retail selection and our Marketplace (broadest selection).
Before you write your next PR/FAQ, ask yourself: Is this problem backed by specific customer data or insights? Have we instrumented the current customer journey well enough to see where the real problems and opportunities remain?
Innovation is not a stroke of luck; it is a repeatable process. Start with what the customer —and the data—is telling you, and then use rigorous analysis to uncover insights and drive actions.
