Using Customer Feedback to Inform Strategy
The previous two chapters dealt with generating and using information about existing customers and from quoting outcomes that can help SMMs find new customers and markets—the latter involving direct feedback from customers and prospects about the company’s competitive situation. This chapter supplements that idea with practical steps on how to get even better, more detailed feedback from customers to improve its competitive situation and involves soliciting direct feedback from them, specifically:
1. Factors that customers consider important when selecting suppliers,
2. The company’s performance on those factors, and
3. Competitors’ performance also on those factors.
Getting feedback from ...
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