How exploring customer blind spots drives breakthrough growth for B2B Tech - first published April 15, 2024

Understanding customer blind spots is crucial for B2B tech companies seeking breakthrough growth. A customer blind spot, an unknown unknown, could hold the key to untapped opportunities or hidden pitfalls. For instance, a customer may churn due to undisclosed reasons, such as unaddressed pain points or unmet desires, overshadowing perceived benefits of an offering.

Investing time and resources to unpack the drivers behind customer behaviour is essential, but challenging. Businesses often struggle to prioritise exploring blind spots amidst daily operations and pressing issues. Though, there are opportune inflection points, where delving into blind spots can yield significant dividends.

A key inflection point arises when a business, midway through the growth phase of the product life cycle curve, aims to transition from millions to tens of millions in revenue. With a solid customer base in place, they pivot towards strategic customer engagement, seeking new insights for differentiation in a competitive market. By soliciting feedback from customers, they refine their messaging and positioning, promote their customer successes and fuel renewed growth.

Businesses encounter another inflection point as they approach market maturity and growth plateaus again. Here, they pivot from leveraging strengths to addressing weaknesses, focusing both on customer experience and employee experience strategies. Embracing vulnerabilities uncovers a goldmine of fresh perspectives and fuels innovation, propelling them towards the next phase of growth.

Navigating these inflection points utilises a similar process, but requires a nuanced approach depending on whether it’s time to promote strengths or address gaps. By finding and categorising blind spots based on impact and effort, businesses can identify quick wins for immediate gains and long-term innovation initiatives for sustained growth. Successful execution of this strategy can attract new prospects and also enhance customer retention, driving exponential growth.

At Journey Mapper, we enable clients to uncover surprising blind spots, capitalise on customer insights and drive new growth.