Learning from Dissatisfied Customers

  It’s uplifting to think about satisfied customers and why they like us. For this post we’ll focus on the flip side; dissatisfied customers. In our market research experience, sometimes dissatisfied and even past customers offer the best ideas for how to improve. First let’s consider Two Preliminary Findings from research: Things that make people satisfied are often different than things that … Read More

Customer Experience Potholes

  My colleagues and I have interviewed and surveyed tons of customers. Current and past customers. Happy and upset customers. High use and low use customers. We learn a lot from customers. One of the things we’ve learned is how customers talk about their experiences in ways that make us think about potholes. In a road, a pothole is an … Read More

Defining Your Marketing Mission With 3 Questions

  When we reflect on our business, we often think in terms of products and services we provide. What if we view our business in a way that is different from how customers view us, or how they view the assortment of options that fill their needs? This key issue was explored decades ago by Ted Levitt, and resulted in … Read More