Presentations

Customers? Who Needs ‘em?
A presentation given by Curtis N. Bingham to the Boston Product Management Association, October, 2001

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 Now.