![]() People often like to think that they know their customers and what they want, but often they are simply projecting their own preferences and ideas onto their customers. ![]() When people collect the voice of the customer, they are always surprised by what they learn and how the customer thinks. They should tell you, in their own voice, their ideas, concerns, priorities, and feedback. Whenever you are building a product or service, improving a process, or doing a project, the most important input should be the voice of the customer. Get in their shoes, ask them questions, and monitor how they feel about your value proposition and competitors. If you want to win, then you should first win by knowing your customer better than anyone else. What are the important needs of your target customers? How does your company fulfill those needs with their products, competitive products? Where are your blind spots with customers? How are customers and their needs evolving? ― Orison Swett Marden, 18th Century American AuthorĬompanies win by being better than the competition at addressing the important needs of customers. “The golden rule for every business person is this: Put yourself in your customer’s place.”
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