Most companies talk of placing customers at the heart of their business, yet very few actually do. Understanding customers is difficult and also vital.
I was with a customer last week working on their global customer account process. We were discussing the ethnographic customer experience research that we had just completed. My customer was delighted with what we had uncovered for them but was lamenting on their own difficulty with conducting any type of deep customer listening or understanding themselves. I reassured him that his company was not alone: most find this difficult to do. So why is this so difficult for businesses to do themselves?Read More