Understand the customer?

Yesterday I was visiting TCday, the Tacton yearly customer event. There were many inspiring speakers all with their version of how the configurator currently is delivering a massive business value. One of the new insights for me was one tiny piece of Nils Olsson’s presentation:

“When we looked on the success rate of the deals that we were pursuing there was absolutely not a link between more requirements entered and more orders being won. It was actually the opposite. We basically saw that the fewer things you entered the more deals you got, which is a really weird thing. That basically means that the less we know about what the customer wants, the happier he is. It doesn’t make sense.”
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