A customer is the most important part of any company. It is purely because of him that a company exists. Start-ups need to speak to their customers a lot more. All decisions, projects and initiatives in the business should always be directed to answer a simple question: How is this going to benefit our customers?
The answer might be directly and indirectly. For example, every product innovation or development will affect the customer directly. And indirectly, because of an HR policy change, for example, which might be aimed at making the employees happier and increasing their productivity.
Corporate life brings a lot of discussions and arguments, more so in start-ups. It is more important that we check or bounce a lot of our ideas with our customers than with each other or our employees, investors and partners.
Once we say that we know a lot about our industry and category or about our customers and that we can take a decision without checking with them, from that moment onwards, we start building something that the customer does not want.
At the same time, it is true that the customer might not be able to tell us what more he wants in the product/ service and how we can make it better. That is largely because it is not his job to do that. But the customer definitely knows whether something would work for him or not. Speaking regularly to customers also allows you to know the change in their thought processes and keeps you closer to the actual problem which you are solving.
Learn more about the importance of speaking to the customers, especially for start-up companies only at the University Canada West.