What's Important to the Customer?

United Parcel Service always assumed that on-time delivery was its customers' primary concern and went to great lengths to speed the delivery of packages, encouraging its drivers to move expeditiously. But, according to a BusinessWeek story by David Greising, when the company questioned its customers more broadly about what they thought would represent improved service, the customers wanted more time with less hurried drivers who could give shipping advice.

The morale of the story is simple: unless you really ask your customers what they want, you may be wasting a lot of time and money on faulty assumptions.