THE MISSING BITS: The Missing Data Pieces to Complete Your Market Puzzle – By Jon Ane

The Missing Bits

The missing data pieces to complete your market puzzle

By Jon Ane

Every organisation believes it knows its customers, However, There is significant missing data pieces to complete your market puzzle.

a company knows what they buy. It knows what they say. It knows how often they purchase, what they complain about and, increasingly, what they click, search for and share. Organisations collect enormous amounts of customer information and invest heavily in market research, customer surveys, analytics and CRM systems.

Yet there is a fundamental question that is rarely asked:

What if the most important information about the customer is the information we do not have?

This is where The Missing Bits begins.

The problem is not necessarily a lack of information. In many organisations, there is more information than anyone can realistically absorb. The problem is that much of that information is collected, interpreted and acted upon from the organisation’s perspective.

We ask customers questions we believe are important. We measure behaviours we know how to measure. We interpret responses through our existing marketing and sales assumptions. We then use those conclusions to develop products, create propositions, design campaigns and train salespeople.

The customer, however, does not experience the organisation through its research reports.

The customer experiences value.

They have their own priorities, pressures, expectations, frustrations, motivations and reasons for choosing one solution rather than another. Some of these are visible. Others remain unspoken. And some may never appear in conventional research because nobody thought to look for them.

These are the missing bits.

The Missing Bits explores the gap between what organisations believe their customers value and what customers actually value.

That gap can be surprisingly powerful. A small misunderstanding may produce an ineffective message. A larger one can influence an entire product strategy. When assumptions become embedded across marketing, sales and management, organisations can spend years solving the wrong problem while believing they are becoming increasingly customer-focused.

The objective of this book is therefore not simply to collect more customer information.

It is to encourage a different way of looking.

Instead of asking only, ‘What do our customers tell us?’, we need to ask, ‘What are we failing to understand?’

Instead of beginning with our products, services, campaigns or sales processes, we need to begin with the customer’s world.

Because sometimes the difference between being customer-focused and merely believing that we are customer-focused is not the information we possess.

It is The Missing Bits.

I can also make the introduction more provocative and book-like, with a stronger opening around the idea that “your customers may know something about your business that your business does not know about itself.”

 

The book was inspired by real events.

For your information:

Language:  

ISBN:

Format: E-Book 
Pages: 307

Publisher: Jon Ane Cherry-Pick Group Limited- publishing division.

For your information, we print the hard copy book in bulk to some amount. However, If you have ordered and the product isn’t available in stock, it would be considered a pre-order and that one would come with a giveaway.

Get an invoice: Like many before you did – get an invoice and ask your company to refund you for “Employee education expenses”.