Many companies incorrectly assume they understand the needs of their customers. Others are slow to innovate and are comfortable providing the same products and services year after year. However, the best organizations discover ways to identify unmet customer needs and turn them into opportunities. By truly identifying customer unmet needs, organizations increase the opportunity for improving profitability and market share.
Why Do Customers Communicate They Do Not Have Any Unmet Needs?
When asked, customers routinely indicate they do not have any unmet needs. They may have needs and are not communicating them, or they may have needs that are not clear or realized at the present time.
Customers’ current needs are met by other suppliers.
Competitors may be providing solutions or services that you are not offering.
Customers only want to share positive feedback with their suppliers.
The customer may have needs they are not even aware of, that can only be be met though supplier innovation.
The customer’s business is changing and the customer may not even understand their changing needs.
Customers may recognize their need, but not want to rock the boat or complain to their suppliers and see price increases.
The Solution
The key is getting the lost customer to communicate the details behind their decision to change vendors. The best way to get the customer to reveal unmet needs is to utilize the services of a third-party research firm. Ideally, the firm is highly experienced in “blind” conversations with customers, prospects, and lost accounts. Acclaro Growth Partners is such a firm.
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