Today, organizations need to be able to execute at the pace of global change. Those that adapt to trends before their competitors can create a defensible advantage. But firms may not be able to do this unless they have access to real-time market data and can rapidly align their organizations to the new priorities. Too often, legacy processes prevent companies from having that agility.
We try so hard to guess what customers want — spending vast sums on CRM, analytics and market research — that we often forget to just ask them. Query your best customers regularly to see what they’d like to learn more about. It may be a product feature, or it may be a business concept, or it may be a set of best practices — something other customers would like to learn about, too.