commbasics

While you may have many happy customers, you can rest assured that every unhappy potential customer and past customer is going to your competitors and telling them how awful you are. You just don’t know it.   No matter how many tech companies we talk to we are constantly amazed at how many believe the exact same thing about two issues. Customer satisfaction Technical superiority In issue one they believe that their customers are, collectively, more happy with their service and technology than with their competitors’; that their competitors are widely hated by their own customer base; and that their competitors, even those that no longer exist and all that are going to be are incompetent boobs. In issue two they believe that customers see their contribution as the “secret sauce” behind the customers’ end products (e.g. “Our chip makes their mobile phone the fastest/lowest power/most versatile mobile phone ever). But that contribution is considered to be a “competitive advantage” by...