Your Customers Are Talking. Are You Listening?

How do you really know what your customers want? One of the most common answers I hear is, “Because they told us….” Yet, for me anyway, this answer only invites more questions. Who? When? What did they tell you? How did they tell you? Was it an interactive conversation? Are you sure you really understood what they were telling you? Have their wants changed? If understanding what your customers want is the foundation of your marketing strategy, listening to customers is going to require more than a one-time investment in classic market research tools like focus groups and customer surveys. …

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