Category: Customer Value
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Why Won’t Those Stupid Customers Buy My Valuable Solution?
“We could grow faster if those stupid customers just understood the real value of our solution.” If we had a dollar for every time we have heard a client say some version of that, we would be rich. The problem with that line of thinking is that it is a…
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“You Want Me to Pay for That?” – The Myth of ‘Customer Requirements’
We heard a familiar lament just a couple weeks ago from a VP of Engineering at one of our clients: “If the Sales team would just tell us the customer requirements, we could get on with designing the product.” We’ve heard something similar hundreds of times, and it sounds innocuous…
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What you need to know about the value of customer relationships
Although customer relationships are important, do they really create value for the customer?