Chapter 17
Product and Service Development
In This Chapter
• Using market research data to make decisions
• Determining what matters to your customers
• Using customer councils
• Pricing your products and services
If you’re going to invest time, money, and energy developing products and services to offer your customers, shouldn’t you offer what your customer wants? This is the goal, of course, but the challenge is to determine exactly what the customer wants. Certainly you may have some idea, but given the costs of development, you want a greater level of assurance than your own gut instinct that what you are going to develop will actually be successful in the marketplace.
One of the best ways to determine what your customers want is to ask them—get ...

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