The supplier journey: fear, excitement, frustration

A lot of initiatives aimed at activating and surveying customers fail because they actually fear them. Sometimes a bad conscience pervades. Small and easily solvable mistakes, might become public. It’s unclear which direction the customer is coming from, and how much they actually know, when they reply; especially if they have never been asked anything by you before. The mood will range between supporter and opponent.

Speaking the customer’s language

Can a supplier see themselves as the customer sees them? The customer and supplier are two sides of the same coin. To succeed in understanding the point of view of the customer takes great effort. To speak the language of the customer is an even higher wish than to be able to see through their eyes. One necessitates the other. On the other hand one also enables the other.