Asking your audiences: what do they want to become?

I just came across a blog post by Pamela Zigomo at Audiences Central which referenced this very interesting article: Service Encounters of the Third Kind.

To sum it up, the article outlines three kinds of ‘Service Encounters’. The First Kind is where your company asks your customer the most basic of product-led questions: ‘What do you want?’. The Second Kind involves asking ‘How do you want it?’. And the Third Kind asks ‘What do you want to become?’ leading to a collaboration to work this out together.

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