Awkward Reality #418

Great B2B innovation starts with customer engagement. Are you applying customer detachment?

Many suppliers unwittingly detach from customers with a host of risky behaviors: 1) Asking customers to fill in boring questionnaires, 2) using interviews to “validate” their preconceived solutions, 3) failing to probe with insightful questions, and 4) neglecting to follow-up interviews with rich, ongoing engagement. Is it time to learn customer-engagement skills?

More in 2-minute video at 29. Engage your B2B customers