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The question above is probably the single most important in the strategic plan.
Without customers you do not have a viable business. Being able to identify what will make your best customer take their business to a competitor should be of vital concern. Are the things that you consider equally as important to your customer?
A classic example of what makes for good coffee service.

Hotels claim                                                      Customers
the top criteria are:                                           Want:
Good hot coffee                                                  Good hot coffee
Clean China                                                        Fast lines, especially for refills
Clean Linen                                                        Close to telephones
Attractive Display                                                Room to visit
Extras--snacks                                                   Close to high capacity restrooms

After agreement on the #1 item, none of the next four items are common to both lists.
Are you providing snacks while you customers want a place to visit?
Do you understand your customers needs and expectations?

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