Figuring out what your customer wants before they ask for it is quite a challenge

The problem is that in today's competitive environment you may not have any choice but to do just that

At the very least, understand what your customers want today, what they perceive as value added... as it might be different from your view

Measure what customers expect today, and whether you meet their expectations, then continuously learn from them

Define customers expectations proactively, determine what they need before they ask for it

Look for ways to add value to, or improve on product quality, function, and delivery

Identify new products & services to open new opportunities with existing customers, or with new customers

Rethink the product & service portfolio