If you keep giving your customers what they want, they’ll keep buying your product or service.
To find out what new product / service your company should be offering in the future, your first point of call should be your existing customers. After all, they bought from you in the first place, right?
Most customers don’t know what they want. Or rather, they don’t know what they want until it’s too late – for you to offer it to them, that is.
Ask a customer what their pain-point is today, and you’ll more than likely get a different answer tomorrow. As a result, by the time you can offer it they will want something else. They are too concerned with what’s on their plate right now to really think about the future. To ensure that your business value offering maintains its relevance, you need to find out what your customer needs are tomorrow, not today.
And asking them is rarely the best way to find that out.