Customers never tell you what they need, so how do you know what to do that they will really value?
Managers, designers and engineers are going to have to get their hands dirty understanding what happens on the front lines where work gets done and where customers experience the firm’s products and services. While this sounds like an ideal goal, building useful “customer learning experiences” is a much greater challenge to the innovation process than most understand.
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Segment analysis plays a central role in a successful marketing strategy. All your marketing resources, from research & development to advertising & sales, are aligned to support the segments you target.
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