I did a quick note on the problems of not understanding your customer, or that THEY did not understand the questions you are asking them.
I just received some very interesting information from one of the professors here at BI, C. A. Solberg. This was also mentioned by professor, Eric Olson.
In a recent study done, concerning customer orientations, it might not be a good thing to actually have a two-way communication with your customer.
“It can even be dangerous” to quote on of them.
The reason might be that your customer does not have a single clue of what your are asking them to tell you, because they do not understand the products potential .
They mentioned a technological product, and an IT service.
If you are a producer of a technological product, you should try to have a two-way communication with your potential customers. They can give you important advise on how to develop the product.
However, if you are developing IT software, services etc., studies show that it actually sets you back more, or that by surveying your customer about future development, will set you more back financially than what you would generate from the study. This is because the common people tend not to have knowledge, or an understanding of what can be done. They might say – “Change the banner into red, instead of blue.” Not because that would make it better but because it is the only thing they can think of.
I am looking forward to read this report once I get my hands on it.
