Adoption Chain Risk: Seeing All the Customers Before Your End Customer
We have all been trained to “focus on the customer,” to “listen to the voice of the customer,” to try our utmost to “delight the customer.” But as the adoption chain makes explicit, we rarely have just one end-customer.
While SaaS B2C businesses allow you to engage directly with your end-user, in real life, you have to deal with stockists, distributors and logistics providers to delight your customer.
Which customer in the chain is most important? All of them! Each and every intermediary that is part of the ecosystem needs to see surplus from adopting the innovation. A single instance of rejection is enough to break the entire chain.
Notes from The Wide Lens by Ron Adner