A large business typically knows its customers through summary reports and quantitative analyses, which are staples of market research and corporate reporting. Too often, the voices of individual customers are muffled by a torrent of amounts, along with the stories they would tell are garbled. Few supervisors and fewer executives hear customers speak, in their own words and manners, regarding the organization 's products and services.
Yet, as we discuss, these narratives may propose organizational innovation, better products, and improved customer care; indeed, a number of businesses have revealed the value of attentiveness to customer storylines could be great. Our suggestion needs prolonged commitment from senior management. Business leaders can better serve their clients and their companies by truly caring about storytelling.
PUBLICATION DATE: November 15, 2011 PRODUCT #: BH457-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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