Saturday, December 13, 2008

Customers voice - sometimes difficult to understand

Ten minutes ago I have arrived by taxi from Leipzig Main Station. On my way I asked the driver about the model we were going in. It was a Volkswagen Sharan (pretty nice actually and solid quality so it seems).

I ask the driver, "Nice car. Anything you would like to be better or more appropriate?"

His answer, "It is o.k."

My insisting 2nd question, "Hm, there is probably something that could be better or is already perfect?"

Driver, "Could use less gas or diesel."

Me, "Anything else, as I would like to make the "perfect" car?"

Driver, "No, and this will never work! Nothing will be perfect!"

Me, "Hm, there is a company in India that is willing to design the perfect car and actually produce it in Germany. That is the reason, I am asking you as a customer."

Driver, "...."

....and the talk died:-(

Strange, how can we deliver customer value if the customer isn't willing to articulate what he really wishes? Are we doomed to produce guessing what customers really want? Do we have to get into other media to hear customer's voice?

A strange experience and I wonder how other have experienced similar things.

Best regards,


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