I work for Vocollect, Inc., a subsidiary of Intermec Corporation. Today, I'm excited about finding real evidence of a customer benefit we have had for years but never promoted. Why have we never promoted this benefit to customers? Simply, until last year we never asked them what they cared about in purchasing a new technology solution. Market research revealed what problems are highest on the list of concerns in managing a warehouse. Therefore, we never asked ourselves whether our product provided any benefits in this area, preferring to focus our marketing on cost reductions and productivity increases. We missed millions of dollars in benefits to our own product because we did not understand the customer's concerns.
Data Geekitude is fundamentally about finding out what matters to your customers and your business so that you can re-orient your efforts towards those critical areas. Asking customers what matters to them is the first step.