Category Archives: Usage and Attitude Research

Usage and attitude studies investigate all aspects of the relationship between users and a specific product, service or market

Voice of the Customer

“People  buy what they need from those who understand what they want” (Bill Brooks and Tom Travesano).

Learning  what customers want entails listening to the voice of the customer and there are many focused types of market research that often can and should be part of a programme to better understand what customers want.

Continue reading Voice of the Customer

Is This Why Your Customers Don’t See You as a Strategic Partner?

If you refer to your software company as a ‘vendor’ or ‘supplier’ to your customers you may limit the potential of your relationship right from the start! Rather,  present yourself as a ‘Technology Partner’, ‘Industry Solution Provider’, or even better, a ‘Strategic Partner’.

Why?

For all the following reasons:

  • The more senior the level of the relationship the more likely it is to be strategically important to the customer
  • The more strategic the relationship the more likely it is to be long-term (higher revenue), the less likely it is to be price and discount sensitive (higher margin)
  • And typically the more strategic the relationship the earlier you’ll learn of new sales opportunities.

In contrast, a supplier or vendor providing product or service solutions is usually Continue reading Is This Why Your Customers Don’t See You as a Strategic Partner?