https://en.wikipedia.org/wiki/Voice_of_the_customer
Do you want to be a company that risks bringing products or services to market without fully understanding what customers need, and why they need it? Are you still focusing on what you have to sell versus on the unmet customer needs they will meet?
Knowing the full context for the product or service. Is your offering related to another product or service that your customer is currently using? If so, it may need to fit in with that offering in order to be a viable option. A product may need to integrate with another product. A service process may need to be incorporated into other existing business processes.
List of nice-to-have instead of need-to-have features. Will customers buy a product that is missing a key feature or a service that does not have a key step in the process?
Effectively communicated offering. Do your customers understand how this offering addresses their needs? Have you used your customers’ words to describe the features and benefits that were most important to them? Do your marketing materials describe these products and services clearly and completely, including the buying and delivery processes?
Your customers already have a relationship with you. Consider how you can leverage that relationship to build offerings with your customers instead of for them. Build it with your customers, and they will buy from you.
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