FUNCTION COLLABORATIVE

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Listen to Your Customer’s Voice to Increase Specification

Influencing product specification can be a difficult task. Often times, specifications follow previously used products that have a track record of performance and reliability. The only way to overcome this obstacle is to speak directly to the needs and fears of the decision makers. Understanding how to do address those needs properly starts with in-depth research, and that research is a critical step in the long-term investment of not only your products but your customers as well.

Product research starts with the conception of the product, which includes how a particular product is positioned to meet the needs of the market compared to its competitors. Then product development, testing, and finally launching the product occurs. This is a process that building product manufacturers are surely aware of having practiced it for years and years refining various processes that ultimately lead to innovative products that meet the needs of the market and take business to the next level.

To create a viable product, customer research also comes into play. This aims to capture the “voice of the customer” to understand their needs, expectations, fears, and preferences. By diving deep into how a customer thinks, manufacturers are better equipped to produce items and services that take advantage of certain market opportunities. In the building and construction industry though, like many others, there isn’t a single customer to identify. There are many. Architects, spec writers, designers, contractors, building owners, sub contractors, engineers, installers, code officials, foremen, and occupants all have their own unique voces that must be heard. If manufacturers refuse to acknowledge any one of these groups, they could be in for a long road to prosperity.

Leading brands across all product categories and industry verticals understand the need to research and engage their audience’s needs in order to differentiate their products and services. The best research taps into the experts throughout an entire organization to fully position the product for success. That may include, naming, competitive analysis, stakeholder interviews, market segmentation, differentiation, and addressing product misconceptions.

By listening to and capturing the feedback of audiences, manufacturers can then use this information and data to position their products or services amongst the marketplace for the best possible outcome.