If you don't care about the lapel or the buttons or the fit, then you are doing a disservice to the consumer. We're all inside the tunnel, speaking the language of business, but we need to speak the language of customers.
Sentiment: NEGATIVE
Customers don't just want to shop: they want to feel that the brand understands them.
I love that you can have the language between the two worlds of technology and fashion, because I don't think that many designers get to do that.
As far as the customer is concerned, the interface is the product.
There are a lot of people who touch the customer.
It's really important we stay in touch with our customers and try to, over time, have more packages and flexibility than perhaps we have historically offered. And that's part of that tension that is healthy that is going on in the marketplace.
The goal of listening to customers is not to please every one of them. It's to figure out which customer segments serve your needs - both short and long term.
This is what customers pay us for - to sweat all these details so it's easy and pleasant for them to use our computers. We're supposed to be really good at this. That doesn't mean we don't listen to customers, but it's hard for them to tell you what they want when they've never seen anything remotely like it.
We have found that companies need to speak a common language because some of the suggested ways to harness disruptive innovation are seemingly counterintuitive. If companies don't have that common language, it is hard for them to come to consensus on a counterintuitive course of action.
As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.
Forget 'branding' and 'positioning.' Once you understand customer behavior, everything else falls into place.