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E.G. Insight’s Top Posts of 2009
December 29, 2009
Customers Often Say It Best
February 11, 2010

Where Do Customer Demands Come From?

Published by Eric Engwall at January 19, 2010
Categories
  • Best Practices
  • Business-to-Business Sales
  • Point of View
Tags

When thinking about business-to-business customers, we rarely think about pizza chains – but maybe we should. Consider Domino’s Pizza: Advances in technology have helped improve their internal communication, shortened the time it takes to fulfill orders, and allow you to order a pizza online. Technology has been a huge part of Domino’s value proposition.

But they haven’t stopped there. In early 2009, Dominos tore a page out of the UPS playbook to let their customers track their orders in real time. That’s right, using Domino’s Web-based “Pizza Tracker,” you can follow your pizza from order to prep, bake, quality check, and finally delivery.

What does this mean if you don’t deliver pizzas, or don’t have customers demanding that kind of order visibility?

The takeaway is that your direct competitors aren’t the only benchmark for your customers’ expectations and preferences. Your customers’ requirements for things like responsiveness, quality, and support are influenced every day by many different companies.

The point is that customers – yes, even business-to-business customers – don’t experience your products or services on an island. After all, if customers can track a shipment online with UPS, why can’t they track their dinner too?

Asking the right questions when gathering feedback can uncover which products, services, or technologies shape your customers’ expectations. Having that knowledge can help you prioritize your investments based on real feedback, not just assumptions.

Nick Wassenberg, Research Analyst
E.G. Insight

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Eric Engwall
Eric Engwall

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1 Comment

  1. Ray Brown says:
    January 20, 2010 at 12:55 AM

    Hi Nick Good post. I’ll need to speak to you again about our project. We’re looking to launch in march 2010. Ray

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