Do you know what the difference is between successful and unsuccessful businesses?
The successful ones understand their customers.
They pay close attention to what their customers are saying. They know that business metrics like revenue and churn tell only a part of the story. They understand that to know why customers make certain decisions, it is critical to understand customer perspective.
Don't believe me? Here's what Steve Jobs once said about it: "Get closer to your customers than ever. So close that you can tell them what they need before they realize it themselves."
If you dream to become an industry leader, you have got to listen to your customers -- because customer-perceived value is one of the leading drivers of business success. You need to know:
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