How do we know what matters most to customers

This episode of “Better Innovation,” Global Tax Innovation Leader and host Jeff Saviano interviews Dave Duncan, author of The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behaviour.

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Dave Duncan, author of The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behaviour, investigates what customers truly care about most. Through a very engaging parable, Dave dives into what motivates customers across the functional, social, and emotional spectrum, with an emphasis on the important questions you're asking about your customers. Whether your customer is a coffee shop or large enterprise, Dave’s principles will help you better align your product or service to what matters most to your customers. In this fascinating two-part discussion, Jeff and Dave dive into the key messages from The Secret Lives of Customers to help you discover new ways to meet rapidly changing customer needs.

For your convenience, full text transcript of this podcast is also available.


Podcast

Episode 7

Duration

27m 32s