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  • Writer's pictureAndy Hamer

Importance of Customer Perspective in Business: Gaining Insight for Business Success

The Importance of Customer Perspective in Business: Gaining Insight for Success

"Your most unhappy customers are your greatest source of learning." - Bill Gates.

When running a business and developing solutions, it is crucial to consider the company's and its customers' perspectives. Often, however, the perception held by the firm aligns differently from that of the market and customers. Understanding why this misalignment occurs and its impact is vital for sustainable success.

In my years of experience, I have encountered countless startups and businesses claiming their customers love them. However, I approach such assertions with a hint of scepticism. Whenever I meet a situation where a company believes it understands its clients, I make it a point to challenge this assumption. I go out of my way to engage with customers directly, seeking to comprehend whether the business truly grasps their needs and desires.

In my observations, I have witnessed two extreme scenarios. On one end of the spectrum, there are cases where customers genuinely adore a business. This was confirmed through customer surveys, where positive feedback poured in, accompanied by suggestions on enhancing their experience further. On the other hand, there were instances where every customer I spoke to expressed dissatisfaction before I even uttered a word. It was shocking to senior management to realize that customers held such negative sentiments. I would say that senior management had concealed the truth from the CEO.

To address this issue, I propose "taking a step outside the shop" and looking back to gain a fresh perspective. Doing so lets you assess whether what you see matches what your customers perceive.

This exercise is of critical importance because failing to view the business through the eyes of your clients reveals two potential problems. Firstly, it suggests insufficient time was spent during the idea validation stage, where customer needs, issues, challenges, and requirements should have been evaluated thoroughly. Secondly, it indicates that your sales and marketing communications could be more effectively conveying the value proposition of your business and require immediate attention.

The consequences of such misalignment can be severe, resulting in slow growth, lack of traction, and wasted efforts that may ultimately lead to business failure. It is disheartening to witness the number of businesses with unique ideas that falter simply because they need to evaluate and understand their customers. This outcome is far more common than it should be and entirely avoidable.

To help bridge the gap between business perception and customer reality, I would like to invest time and resources to understand your target audience deeply. Please engage with your customers through surveys, interviews, and feedback channels to discover their genuine experiences, expectations, and pain points. Listen to their input and adjust your offerings, marketing strategies, and communication approaches.

In conclusion, the quote by Bill Gates encapsulates the essence of the customer perspective in business. Your dissatisfied customers can provide invaluable insights and catalyze growth and improvement. Embrace their feedback, use it to your advantage, and let it guide your decision-making process. Remember, success lies in aligning your business vision with the needs and desires of your customers. So, take a step outside, evaluate your business from their perspective, and embark on a journey of prosperity and customer-centricity.

Are you ready to gain a fresh perspective on your business? Act now and take advantage of a free 15-minute 1:1 session with our expert to discuss how you can enhance your customer engagement and drive success. Book your session today!


Andy Hamer

With a track record of delivering disruptive technologies and a diverse commercial, sales, marketing, and operations portfolio, I offer consultancy services that drive business success.

Think of me as your personal "Google Maps" for business, helping you navigate the complex world of information and variables to find solutions that improve your business, increase profitability, and minimize risk.

I have worked with medium-sized businesses, start-ups, and major technology companies globally, including CodeBook, Xinaps, Invicara, XYZ Reality, IBM, DEC, Apple, Toshiba, Panasonic, ATT, BT, CSC, NTT, KDD, and Deutsche Telecom.

My consultancy services, offered in-person, remotely, and in a hybrid format, are founded on aligning businesses for success.

Your business is my business, and together we will develop an aligned commercial-operational strategy to scale and grow your business.

Don't just take my word for it - my clients speak to my expertise and approach.


BA (Hons) Marketing Engineering

Fellow of the Chartered Institute of Marketing FCIM

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