Customers with problems, frustrations, and strong opinions are good news. We can talk with them, observe their actions, and then find ways to help them accomplish their jobs easier, quicker, and cheaper.
But what about customers who are entirely satisfied, and never or rarely complain?
They might be oblivious of the "better way" to satisfy their needs, or perhaps they aren't inconvenienced enough with their current solutions, or perchance they are so set in their ways they cannot even begin to imagine a different, better way.
Although none of the above means they wouldn't be interested in the "better" offer, it does signal that some education efforts will need to be undertaken. And those cost. And introduce additional risks.
Customers who are painfully aware of how poorly their needs are met are much more likely to pull new, innovation solutions. They make for great early adopters. Even better, they can help sway the indecisive, nominally satisfied customers to try out this new, "better" offering.
Be happy with customers bringing forth problems, for they are kernels of valuable ideas.
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