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Jun10
Listening to What Your Customer Isn't Telling You

Seth Godin's comments about his most recent trip to a convention center, and the accompanying picture of him sitting on the floor having lunch with some fellow authors, should prompt a question in any business owner's mind.

"What are my customers not telling me?"

Customers have a unique way to find "work arounds" to the neglect or barriers associated with doing business with you.  Ultimately, that hurts your business.  Yet you'll probably never hear a customer come knock on your door, explain the problem, and then suggest a fix.

One quick example: I use AT&T (NYSE:ATT)for my office phone service.  I was going to be away, and wanted to forward a line to my cell phone.  The easiest thing in my mind would be to call AT&T to find out how to do this, or to look up the info on their website.  But I knew that those two options would take a long time, and maybe not give me the information I needed. 

So, I Googled the information instead.  It gave me the answer I was looking for, on a page that was deeply buried in the maze that is the AT&T website.

What aren't your customers telling you?

customers

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