Knowing what customers want and need is so important, yet everywhere you look there is evidence that this isn’t being heeded. Take the recent political events for example; irrespective of what side of politics you stand, almost every voter was appalled or at least disappointed at the process that led to the changing of the Prime Minister. Not more than 10 days later, a sitting government is about to lose a seat with an almost 30% swing against it and all you read about is that ‘we need to be more in touch’.
On the contrary, politicians don’t need to be more in touch, they just need to treat their electorate as their customers; as people with real lives that have issues and warrant being listened to. Ignoring customers is one of the first things they teach you when you learn about business yet in the business of politics, it doesn’t seem like anyone has read this chapter