If you really want to understand what’s going on inside the minds of your customers, do the following: set up an easy response form on-line with two open-ended questions people can respond to in less than 90 seconds. Ask your customers what your company does that adds value to them, and what gets in the way of adding value to them. Ask if they have any suggestions for improving the value they get in the future. Boom. That’s it. Now leave them alone.
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