Imperative 2
Know Your Customers Intimately
You subscribe to all the trade journals. You bookmark the best blog sites. You do an annual survey of your customers. The company even has done some market research and a few focus groups. You sit next to the people on the phones from time to time. You regularly talk with the salespeople to learn what they are hearing from their customers, prospects, and suspects. You even jump in and work with tough customer problems when asked.
You are close to the customer—right? Perhaps. And then again, perhaps not.
Knowing your customer intimately means more than having a passing acquaintance with the market research ...
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