As you are preparing your next marketing campaign based on your background research into your product, customers, and competitors, it is worth reflecting a little more on your product or service from your customers’ point of view. Although it is easy to overlook, your product or service has a value for your customers, otherwise they would not be spending money to obtain it. Of course, if the value to your customer in monetary terms is higher than the price that they are paying to obtain it, then there may be a margin that you could examine to increase your profitability. In more sustainable terms of customer satisfaction, however, if you can find out what it is that makes your product or service of value, you can look at ways of increasing that value to your customer, and then at increasing value and profit both for yourself and your customers. Then you are becoming more like a partner to your customers and they may be more likely to stay with you than opt for a competitor.
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