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How to Master Your Customers’ Experience Theodore Levitt taught us that “People don’t want to buy a ¼ inch drill; they want to make a ¼ inch hole!” In other words, solutions (drills) are totally separate and distinct from true customer needs (making holes). For example:
Why Customer Satisfaction Surveys Are The Wrong Tool For Innovation While customer satisfaction surveys can yield a lot of useful information to improve current offerings for current customers, they cannot discover your best opportunities for innovation and growth. Here’s why:
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