Which Customer?
Everyone agrees that it's good to listen to what your customer wants. But which customer should you be listening to? This can be a surprisingly difficult question to answer, and getting it wrong can have unfortunate consequences. Most companies have many types of customers. They can be sorted according to purchasing power, loyalty, enthusiasm, early/late adopter, knowledge, purchase frequency, and many other characteristics. You can also add in potential customers, who are often the key to success, but you may not even know who they are yet. Some customers will let you know what they want. Some are articulate. Some are loud or persistent. Some are brutally honest, while others try to ingratiate themselves by telling you how great you are. Others, you will never, ever hear from. There are several traps that the most well-intentioned people can fall into. Here are some customers that we're always tempted to listen to, and then try to please: The squeaky wheel . This is