Dozens of books and articles have been written about the importance of listening to customers. Providing great customer experiences has become a top strategic priority for many companies, and listening to the voice of the customer is widely seen as an essential ingredient in the recipe for customer experience success.
Marketing often has the primary responsibility for gathering, analyzing, and developing actionable insights from customer inputs. So its important for marketers to understand that listening to customers in the right way is undeniably valuable, while listening in the wrong ways or for the wrong reasons is a bad idea.
Companies frequently seek customer input in order to design and develop products or services that will be attractive in a given market. However, many companies still struggle to launch new solutions that gain traction with potential buyers. Of course, a new product or service can fail because a company hasnt listened enough to its customers. But failures also occur because companies listen to customers in the wrong ways.
In a common scenario, companies ask their customers what they want and encourage them to describe specific product or service features that would be desirable. The problem is, most customers arent well suited to perform this task.
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