“A customer is the most important visitor on our premises.  He is not dependent on us. We are dependent on him.  He is not an interruption in our work - he is the purpose of it.  We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to serve him.”                                                                      -- Kenneth B. Elliott

Markets don’t buy anything.  Customers buy from you.  Yet your continued growth comes from not only an understanding of customer needs and preferences, but also the larger dynamics and trends often ascribed to the market.  Distinguishing among these in an actionable way is a critical success factor.

We work with your organization to achieve close integration with key customers, who are the very foundation of your business. We identify and help you approach potential marquee customers who have a major impact on future revenue generation, and identify potential alliances that add dramatic leverage to your revenue trajectory. We'll help you track technological, competitive, and other factors that may bear upon customer requirements, expectations, preferences, or alternatives, as well as understanding customers' value chains and how they are likely to change. These inform the positioning and messaging with which you go to market.

You'll use critical incidents, such as complaints and special requests, to understand key product and service attributes from the point of view of customers and your customer-contact people, and assist in interviewing lost customers to determine the factors they use in their purchase decisions.

We'll also show you how to use customer satisfaction surveys that are easy to complete and based on a robust research-validated models and tied directly to key business processes, so that opportunities for improvement are clear and rapidly deployed.