Unify customer data and reports through the customer’s perspective
Drowning in too much knowledge When we start an innovation project in a large organization we start with [...]
Jobs-to-be-done logic applied
With the digital revolution as a main driver of change, customers have become a central market power over the past [...]
Letter to the Customer Insight
Dear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. [...]
Do customers really know what they want?
The standard way to ask customers for solutions often leads to failing results. The reason: Customer only know what they [...]
The concrete wins over the abstract
All companies that have been in business for some years say they know the needs of their customers. They mention [...]
Close the gap between customer insights and implementation
To become more customer-centric and innovative, many companies carry out market research or ask their sales force to identify what [...]
True customer understanding
Line managers tend to be biased by their role and function. Sales thinks in terms of price. Engineers think about [...]