Many people say they know who their customers are. But an alarming number, especially in the B2B world, have only a shallow clue.
Ask yourself these questions, and then think again:
Do you understand your customers’…
- Business: the dynamics of what they do, how they work, how they measure their success?
- Industry: the history, current changes and major issues of the day.
- Trends: what’s rising, fading and lurking over their horizon?
- Customers: who are they? where are they? how many customers do they have? how is their customer base changing? does your customer’s customer have rising expectations?
- Allies: who are they collaborating with, and for what purpose? what’s been working? what’s not, and for how long?
- History: their past glories, trials and tribulations, heroes, milestones and achievements.
- Future: what plans, directions and investments?
- Technology: what is installed and foundational? what is current, changing? what possibilities are they considering now?
- Competition: who are they? how many are out there? who has market share? in what directions are they growing?
- Internal politics: who are their people? what are their preferences? who holds the positions of power?
- Procedures: when and how do they get things done? do they set goals, budgets and specific targets?
- Hopes and aspirations: what are they seeking? what do they want? what are their cherished dreams?
- Concerns and fears: what are they afraid of? what are the uncertainties, the downside risks, the dangers?
- Opinion of you: what do your customers think about you, your people and your organization? do they see you as a valued ally or a necessary evil? are they interested in working with you more closely or finding a replacement?
