“We don’t know who first discovered water,
but we can be pretty sure it wasn’t the fish.”
This (possibly paraphrased) quote, from philosopher Marshall McLuhan, provides a keen reminder that our environment has a weighty but often unnoticed impact on our perceptions.
This is true in all aspects of our lives, including business and the management of key accounts… how often do we hear from account leads that they just know what their customers need or are thinking? How often are we guilty of this ourselves? And yet how often does an objective assessment of the perceptions of one of our key customers surprise us?
Almost without fail, any voice of customer feedback will include some new learning – perhaps opening our eyes to an issue or a new opportunity that we hadn’t been able to see clearly because we were simply too close to it.
Working with key account managers, I see this all the time. My recommendation? Be a fish out of water. Open your minds to the power of customer feedback, and prepare yourself to discover something new… then take action on that something to build stronger relationships with your customers.