Customers buy your product or service with the expectation that it will solve a problem they have. If you don’t understand your customer, you may miss the problem they are really trying to solve. If you cannot understand why your customer has acquired your product or service, you may talk to them in an unfamiliar language. You may not understand their problem. And you may make policy decisions that are inappropriate for the market you serve. You may service your product incorrectly. You may sell to the wrong audience with expectations you don’t satisfy. The effect of these misunderstandings or poor policies or service will be customer dissatisfaction, negative word of mouth and loss of brand image, resulting in lower sales.

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