Chapter 6Echeloned Depth Interviews
Strategically Mining Customer Potential
How much untapped potential lies within your existing customer base? For most companies the current customer base is a significant percentage of existing revenue and can also be a key step to accelerated growth or a turnaround. Using a third party to conduct depth interviews with customers is de rigueur for the strategic planning process, and if you aren’t having depth interviews conducted with customers, your company is missing out on one of the most valuable aspects of a full strategic planning process. Depth interviews can play a key role in fostering innovation, garnering untapped sales, and helping to differentiate your company in the marketplace.
Finding the potential ...
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