What source of information is useful for uncovering customer barriers?

Ongoing customer development (OCD) is an invaluable source for uncovering customer barriers because it involves continuous engagement and interaction with customers to gain insights into their experiences, needs, and challenges. This process often includes methods like interviews, surveys, and feedback sessions that allow the Customer Success Manager to directly understand the customer's perspective.

By systematically gathering and analyzing this information, you can identify obstacles that customers face in utilizing your products or services. This process leads to a deeper understanding of their journey, enabling you to address specific issues and ultimately improve customer satisfaction and retention.

Other resources such as training manuals or marketing literature may provide useful information, but they primarily serve different purposes, such as educating staff or promoting products. Sales pitch documents typically focus on persuading potential customers rather than delving into their ongoing challenges and barriers. Therefore, they do not offer the same depth of customer insight as ongoing customer development does.