Should You Ever Listen To Your Clients?

I recently read Mark Cuban's book How To Win at The Sport of Business. In it was a chapter called "Why you should never listen to your customer."

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Comments (1)
Stephen,

Great stuff! 99% of what I read about feedback is driven by consumer/customer models, and not relevant to the high-touch professional services offered to CLIENTS (not customers).

When a feedback process is done well, the client feels engaged, valued, and appreciated. We're not asking clients what we could do for them, so much as how is what we're doing working? Clients often (as Jobs said) don't know exactly what they need, but they do know how we make them feel while serving them.

Thus, asking about how well we are serving them, on a regular basis, allows us to adjust course and make them feel like we really heard and adjusted to them. Then those conversations can easily move into developing new services, new approaches, and needs analysis.

The Lean approach is exactly what I'd recommend too. Introduce incremental changes, measure the results (both in real outcome and perceived value created), and perpetuate those behaviors that create the best results.
Posted by Ryan S | Wednesday, October 31 2012 at 5:03PM ET
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