Defining Customer Issues - A Free Tool

Defining Customer Issues.

What issues are driving or concerning the customer with respect to the opportunity? 


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Fundamentally an issue is anything that might keep our customer awake at night. These often manifest themselves as external problems they are trying to solve. However, you need to read between the lines and use all the intelligence and information you have gathered. There maybe internal drivers too.     

  

For example, the external problem may be the procurement and installation of replacement parts. Their internal problem may relate to a need to reduce ongoing maintenance costs and increasing reliability.
 

Click on the tool to download this free Word resource.  

By completing the simple matrix below, it will flag up information you have confidence in, as well as information that is actually an assumption that needs testing out. Contact us here if you want more information.   

Customer Issues Matrix

FAQs

Got a question? We’re here to help.

  • When should I use this tool?

    If you think you know your customer's issues but have never written them down, we suggest you use this tool. It's amazing what happens when you put them down in black and white. You may realise there are things you've missed and assumptions you've made.

  • I don't where to start, what should I do?

    That in itself tells you a great deal. It means you don't know the customer as well as you thought you did. The first thing to do is to arrange a call with the customer. Have a conversation with them, ask them. You'll be surprised what they will share given you are showing interest in them.

  • We think we know our customers issues, how do we check?

    The best way to check is to ask them. Arrange a call or meeting and run through the list you've identified with them. A simple "is this an issue for you?" is a powerful question. Be thorough, explore their issues as they describe them to get a better understanding.

  • How long does it take to complete?

    That depends on the level of detail you put into it. You may find that you start it and need more information, so you will end up completing it over a period of time, revisiting it as required.

"At all times, Stuart gave constructive evaluations of our company and processes. He identified areas where we could improve the way in which we are communicating with existing and prospective customers and provided practical advice on how to achieve this." Managing Director, Glen Contracts Cleaning


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