MarketingProfs

The High-Tech Marketing/Business Model Boot Camp, Part 1: Give Me That Thing Called Love
July 25, 2006

The central character in a G.K. Chesterton novel finds it so important to maintain a solid and vibrant relationship with his wife that he continuously re-enacts their courtship.

Do your customers look at your products with the same eager anticipation as they once did? Have your customers stayed “married” to you? Would you consider them still in love—or waiting it out until someone better comes along?

If you’re like most of the tech professionals we know, you can answer those questions, but only vaguely and sporadically. And if that’s true, what’s the likelihood that your customers absolutely, passionately want to continue with you as a vendor? Our experience with firms (including Symantec, Adobe, Logitech, and others) suggests that only when you know customer desires intimately can you fulfill them.

Practice: Deliver

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