Benchmarking Brands without Features

by: Mark Rogers

When you are selling a product with features - like a car or a piece of functional equipment - the conversations about your product are very useful and practical. I hate feature X. Why did they add all this new stuff? I can’t figure it out. Why can’t they do the same as product A? With service industries conversations are full of feedback about the minutiae of how the service is delivered, complaints about mistakes, but delight about good things.

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