How to make customers choose the company’s products as the first choice is a question that every enterprise is thinking about. The first step to gaining the trust of customers is to start from customer needs.
Customers do n’t buy a product they do n’t need, even if it ’s cheap. Therefore, Ren Zhengfei has repeatedly emphasized that R & D should be oriented to customer needs, and what we need is what we produce.
After Zhang Yingshi joined Huawei’s Beijing switch product planning team, he was caught off guard by the first demand he faced. At that time, the Indian regional ministry put forward a demand: the switch must support uninterruptible power supply and be able to work normally in the case of power failure. At first, this demand made Zhang Yingshi feel absurd.
By understanding from my colleagues, Zhang Yingshi understood that India is a country with frequent power outages. General lighting and domestic power supplies have uninterruptible power backup, but the switches installed in the corridors do not have backup power. The network is often disconnected. The customer experience difference. After clarifying the problem and application scenario, Zhang Yingshi gave a preliminary solution.
At the time, there were more than one Huawei equipment vendor in the Indian market. Winning the competition requires exceeding customer expectations, and initial solutions are simply not enough. To this end, Zhang Yingshi’s team specially flew to India, and after customer interviews, field surveys, and competitiveness analysis, he came up with a “kill”-a switch with a built-in battery. This device is less expensive, has a longer battery life, and is easier to install. As a result, Huawei’s equipment quickly became competitive in India.
This incident shows that R & D products must be oriented to customer needs, so that they can be favored by customers.
Ren Zhengfei’s Quotations
Huawei can find Huawei’s position on the chain of interests only by helping customers realize their benefits. Only by truly understanding the needs of customers, understanding their pressures and challenges, and providing satisfactory services for improving their competitiveness, customers can grow and cooperate with you for a long time, and you can live longer. Therefore, we need to focus on the challenges and pressures of customer attention and provide competitive communication solutions and services. (2007)
Prompt, accurate, high-quality, low-cost delivery. Only four elements are satisfied at the same time is truly customer-centric. (2009)
We are constantly researching what our customers’ needs are. We never said that we should close the door to make improvements. If we have finished making improvements and the customers are lost, what is the use of such improvements? (2001)
R & D is best. Not the best in R & D, but the best in customers. In the past, everyone said that they did their best. In fact, it was complicated.I feel. (2014)
We emphasize the need to adhere to customer needs. This customer demand orientation refers to a rational, non-mutation, and stress-free orientation that represents the truth of the market. Demands caused by pressure, mutability, and policy actions are not real needs. We must distinguish between real needs and opportunistic needs. …… We must always be guided by rational customer needs and do not rule out adopting different strategies at different times. (2003)
In the future, companies need to be customer-oriented rather than technology-oriented. This is the market-driven principle. The failure of some large Western companies is an over-emphasis on technology. To be guided by customer needs, use new technology to achieve the best quality and lowest cost. (2004)
Which stage is technology most effective and effective? We just want to see what our customers want, and we do what our customers need. What can be sold, or products that are slightly ahead of the market, are the real technical needs of customers. Too much technology ahead is of course a human treasure, but it must be done at the expense of yourself. (2007)