November 29, 2017
As I have noted, in our experience, there are usually 7 major issues involved in creating or adding a new competitive intelligence unit:
- financial and personnel
- internal marketing
- customers and their needs, and
- products and feedback.
Several of the (masked) cases in Competitive Intelligence Rescue – Getting It Right, our newest book, deal with CI products and feedback as do several chapters in Bottom Line Competitive Intelligence. Here are a couple of the key high-level issues you should consider:
- What products are you providing now? Who uses which products? Why don’t others use them?
- Are you providing a newsletter? Is it really providing value to the readers or is it just a convenience for those readers?
- Your product mix should change as your targets – and customers – change. And you should be changing your targets. They are not going to stay static just for your convenience.
- Feedback from your customers is critical. Get it on a project by project basis, if possible, and, in any case, quarterly. And get it from ALL customers. If they are too busy to talk about your work, how much time do they have to absorb and use it?
- Feedback should include reviewing what products to add as well as which ones to stop providing.
Also check out this past blog. among others: Answers and Questions.