Customers? Who Needs ‘em?
A presentation given by Curtis
N. Bingham to the Boston Product Management Association, October,
Is your company customer-focused?
How do you know? Or does your company have the Bell Labs Mentality,
"We know what our customers want! We told them so!"?
No company sets out to build
the wrong products, yet why do so many companies continually do
so? They stage a massive product launch that may even be properly
supported with marketing communications and sales efforts, yet
customers don't buy. Why?
Where can you turn to learn
more about your customers' "pain"? Once you understand it, how
can you develop products and services to alleviate this pain?
How can you leverage this
information in your marketing and sales efforts?
This presentation explores
some of the symptoms of this "false customer focus" and discuss
practical, cost-effective methods product managers can use to
gather customer information. It discusses processes that can be
used to make sense of it all as you convert the feedback into
actual products and services. It also looks at ways in which you
can continue to gather customer feedback to refine your understanding
of the customers. Perhaps most importantly, it looks at ways in
which product managers can enhance their organizational credibility.
View the presentation for some practical skills and resources
you can use on tomorrow morning to enhance your value to the company
and the value of your company's products to your customers. Download