With services now accountable for around 80 per cent of most high income countries GDP, developing innovative new service solutions is key to staying ahead of the competition. Many businesses also see clear signs of commoditisation of products and product related services. Also for services, prices are under pressure and growth is not as easy as it used to be. As supplies are challenged with finding new ways to deliver value to their customers, they have to ask themselves: What added service can I provide that the customer is willing to pay for? The answer requires an insight into your customer’s needs and mindset which means employing sophisticated customer feedback mechanisms that really hit the spot.