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Why You Shouldn’t Ask Customers What They Want

In the time when banking went from transactions to experiences, superior customer service became one of the most important features of products/businesses/solutions. Poor customer experience, inability and lack of desire to listen to customers is often perceived almost as a deadly sin.

In every more or less meaningful conversation about the secret of success in the startup ecosystem, you will probably hear something about focusing on the customer, listening to the customer, putting customer in the center of your business, superior user experience, solve a pain and things like that. But history has a different lesson to teach as well, and some of the world’s most successful corporations across industries that went down the ask the customer road, learned it to be a complete fiasco (like New Coke experiment) while others proved that a third of America’s population couldn’t even ...

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