Many businesses might believe that by understanding their customers' past needs, they are capable of predicting their future. However, this approach has its limitations. Customers' previous needs only mirror their history, indicating what they have done before, what they desired, and what pleased or displeased them. It's akin to an "echo," providing information about the past and present but failing to predict their future.

In our world of constant evolution, customers' needs, preferences, and expectations are always changing. Their requirements may shift due to alterations in lifestyle, advancements in technology or changes in market trends. Their expectations might also evolve over time, with experience and adjustments in their environment. If we rely solely on past needs, we cannot hear these changes and desires.

That is why "Total Experience Management" is so vital. Instead of merely depending on the past "echoes", it's more effective to gain a deeper understanding of our customers, observe and analyze their behavior and feedback to anticipate their shifts and future desires. In doing so, we can forecast and fulfill their future needs, deliver products and services they genuinely want, earn their loyalty, and secure enduring success.

Survey manager