One of the most common and counterproductive mistakes in business is making assumptions about your customers.
Having even the most dynamic marketing plan for a superb range of products is whistling in the wind if you havent established good two-way communication with your target market.
How can you be sure that your brand and customer service are properly focused, without a constant flow of customer feedback?
Even if you do online and offline surveys and research, thats still not a substitute for active listening.
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