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Please note: This is a companion version & not the original book. Sample Book Insights: #1 What the customer wants may seem obvious, but that answer barely scratches the surface of what they are really looking for. If you don't dig deeper, you will miss important signals. #2 The practice of bringing together focus groups, which is when eight or ten people sit around a conference table giving their opinions, can be more helpful. But the setting is extremely artificial, and the sample size is extremely small. #3 Pay attention to surveys of customer satisfaction. The feedback can be gathered in various ways: comment cards, follow-up phone interviews, or online questionnaires. The purists would say these are not scientifically random samplings, since people can choose whether or not to cooperate. #4 The knowledge of what the customer wants is essential for business success. Without it, you cannot serve your market in a way that is superior to the competition.
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