Last week, my focus was on the employee as your brand ambassador. This week, my focus is on the needs of your customers. I strongly believe that marketing is a 3-way triangle that connects your brand to your employee and your customers (potential and existing). Of course there are other internal and external factors involved, but these are the most important points of the triangle.

So back to the topic, I know a popular saying that ‘the customer is king’. This is true in many ways. For one thing, without the customer, there are no sales and there will eventually be no YOU. With such power accorded to the customer in the process, it is important that you are not only listening to what your customers are saying but also what’s not being said.