| Everybody that has something to sell is eager | | | | publishing a blog on my website, but I wanted |
| to tell the world all about it. All too | | | | to share some information with my customers |
| often, they do not take the time to listen to | | | | without posting it for the world on my |
| customer input, which can have a profound | | | | website. The next logical step seemed to be a |
| impact on the success of the product or | | | | newsletter to my customers that went out |
| service being sold. Whatever you have to sell | | | | monthly. This too was a hit, but it was very |
| may seem the greatest thing since indoor | | | | time consuming for me and I wasn't getting |
| plumbing to you, but if it is missing key | | | | enough customer input and really wanted a |
| elements that your customers expect, it is | | | | means for them to share their experiences, |
| not likely to sell very well.Back in the | | | | ask questions, and in general interact with |
| early 1990's, the Boeing Company decided to | | | | each other.I do not want to convey that a |
| make some radical changes in how they | | | | newsletter is not a good thing, it was really |
| designed and built their airplanes by | | | | appreciated by my customers, but did not |
| involving their customers in the design | | | | allow them to interact with each other and |
| process. The first product developed along | | | | this was something that several of them |
| these lines was the 777. Back then; I was | | | | expressed an interest in doing. Then a really |
| assigned to the Flight Test Instrumentation | | | | strange thing happened, I listened to what my |
| crew responsible for the instrumentation and | | | | customers were telling me they wanted and the |
| data collection to support the program. I had | | | | solution provided a great way to satisfy |
| the additional privilege of working on the | | | | everyone - start a restricted access |
| very first 777 to fly, WA001. It seemed that | | | | forum.Why restricted? Because I wanted to be |
| everywhere we went, we were followed by a | | | | able to share information with my customers |
| film crew - maybe because we were. BBC did a | | | | that would help them in their businesses |
| documentary of the entire test program and we | | | | without sharing it with the world. I also |
| were regularly visited by VIP's from all over | | | | wanted them to feel comfortable posting |
| the world representing various airline | | | | things in the forum without concern of |
| customers. They did not come to see what we | | | | harassment or intimidation that even I |
| came up with when we built the 777 because | | | | experienced in some other forums.Since |
| they already knew all about it; they were a | | | | launching the forum, I have been told many |
| big part of the design. They came to see the | | | | times how much it is appreciated and how |
| success of a collective effort.The process of | | | | useful my customers are finding it. The |
| involving customers in the definition and | | | | concept was not something I pulled out of the |
| design of the 777 has made it one of the most | | | | air, it was the result of a direct question |
| successful airplanes in aviation history. It | | | | from one of my customers that asked, "Have |
| did not happen because Boeing arbitrarily | | | | you ever considered hosting a forum so that I |
| built something their customers liked, it | | | | can chat with other booksellers and we can |
| happened because Boeing listened to their | | | | learn from each other too?"If your sales are |
| customers and built an airplane that met the | | | | not meeting your expectations, then instead |
| needs of their customers.This is not a | | | | of continuing down the same path that got you |
| philosophy that is restricted to large | | | | where you are right now, take some time and |
| companies, you can use it too. I did, and it | | | | listen to your customers to find out what |
| has resulted in some very happy customers. In | | | | they want or need. It might not have an |
| my case, I had published a book that my | | | | immediate effect on your sales campaign, but |
| customers really liked, but they wanted a way | | | | it will most likely have a positive long-term |
| to continue a dialog to help them establish | | | | effect.Michael E. |
| their own businesses. This led me to | | | | |