Deciphering Buyers' Service Wants and Needs

Can buyers tell us what they really want in a new service?

Recently, I asked a service executive about the process her organization follows to develop and package new services. Her eyes rolled up, then she formed her hands as though she was tightening them around someone’s neck. She went on to explain how difficult it is to figure out what her customers want. Often, after many time-consuming meetings, she would make the packaging decisions herself.