Focsuing on the customer and what they need and want is absolutely vital. And yet keeping close to our customers is so often left to chance.
This is a great article that really 'nails' the importance of having a customer strategy.
After losing the fourth major deal in a row to a rival, the CEO of a technology solutions company turned to his team leaders to ask what was going wrong. The sales team doesn’t have the right relationships, marketing reported. Our products lack key features, sales replied. The offerings are too expensive, finance explained. None of these answers seemed right. The products were made in the countries where manufacturing was cheapest, had high ratings from analysts, and included new features that people raved about. So the CEO finally called the client and bluntly asked: “Why did you give this deal to our competitor?” The response: “Your products are great, but your competitor gives me what I’m looking for.”