Strategic Planning - Gather More Customer Data

All of us assume that we truly know all the wants and needs of our customers.
We might be right, but many times we knew them in the past and get comfortable in believing how well we know them.
Don't assume, start early, find out more about them prior to doing a survey.
A rushed survey may not capture what they want or need because it never asks or addresses what they want.
VOC needs to be someone's #1 priority during strategic planning.
The world is changing fast - don't assume - do the work on gathering the data on your customers.
This is how you move your organization to the next level.