Know Thy Customer

I am always astonished at how many companies know a lot about their customers collectively, but never document it, never put together a complete picture of what they know. Even more simply don’t know their customer’s concerns at all. These are two different situations; both can be addressed.

Also, document the concerns in approximate order: Pre sale, at the sale, post sale, and renewal or additional sale, if appropriate.

If you know your customers concerns and have clearly documented them, you can ask the next question: What is our answer? This, in fact, is often the most enlightening part of a project. Enlightening because of the vast white space that appears.