tailieunhanh - Invent Business Opportunities No One Else Can Imagine phần 5

Tạo một nền văn hóa công ty truyền tải hiệu suất vượt trội. Các thương hiệu tốt nhất tạo ra không khác biệt duy nhất, mà còn kết nối tình cảm với khách hàng. Kết nối này là không dựa quá nhiều vào các sản phẩm hữu hình như quần jeans thiết kế, phòng khách sạn, hay kem. Nó được xây dựng trên tính cách vô hình và dịch vụ không thể hơn. | Detect Latent Needs Treat complaints as an implied wish list Complaints are a wonderful way to learn about latent needs. There are two major kinds of complaints those about unacceptable performance and those that reveal latent needs. When faced with the former don t probe for deeper needs just correct the mistake. The second kind of complaint is very different. When customers say in a cranky tone Why can t you guys do this they are actually revealing a void in service that no company seems to be addressing. This complaint is actually a wonderful opportunity. Take the situation of one of my clients Federal Express. After I explained the concept of latent needs to him a general manager said to me We re actually hearing customers complain about having deliveries come to their mailroom. They want to eliminate the mailroom and have all packages and letters be dropped off at their desks. Now Fed Ex might treat this wish as outrageous impractical and too costly. But as the manager confided What if we ignore this wish but one of our competitors takes it seriously and solves the apparent logistical problem Where does that leave us If no solution to the complainer s problem currently exists then the first company to devise an effective resolution is sitting on a potential goldmine. Replicators hear this type of complaint and dismiss it with comments like I ve never heard that before or Here s why we can t do that. In contrast trendsetters listen and look for answers to these original requests. One of my clients actually encourages his employees to maintain a why can t you give us this complaint log. Every quarter this implied wish list is given to the best people in the organization to orchestrate a solution. For instance new product complaints are circulated to R D marketing and engineering. New service complaints are dispatched to operations. And all complaints are sent to senior management so they gain a cumulative sense of available new business opportunities. Whether .