There is a list of five questions that every company should ask its external customers, whether they are current, potential or forgotten. First of all, I would like to say that I often see this list of questions answered by marketing people, sales people, product managers, executives. In reality, the only people who can answer these five questions are the customers themselves.
- What are your needs and expectations (more than obvious question)?
- To which aspects related to the company's products and services do you attach most importance (quality, user-friendliness, accessibility, etc.)?
- How are we doing now? How do you evaluate us? This would be a classification of the company from the customer's point of view, taking into account the needs exposed in the previous point.
- How do you evaluate the competition?
- What can we do to exceed your expectations? This is undoubtedly the most important answer of all.
From these answers the company will be able to build a strategy to produce results that customers will consider exceptional.
