Businesses and organizations often struggle to understand why they’re not performing as well as they’d like. In many cases, the answer is a lot closer than they realize. If they took time to talk with … and genuinely listen to … their customers, they would develop a much stronger understanding of what they’re doing right, and what needs to be improved.
In his landmark book The Customer-Driven Company, Richard Whiteley cites many successful companies that aggressively pursue input from customers, and then build what they’ve learned back into their products and processes.