Awkward Reality #3
Your B2B customers are smarter than you.
It may be OK for consumer goods producers to guess their customers’ needs. After all, their product developers are end-consumers themselves. But your B2B customers know so much more than you about their needs. Isn’t it silly to guess their needs, when they’d love to tell you… if you asked the right way?
More in e-book, Reinventing VOC for B2B (page 1)