What is the single most important source of customer insight that an organization has? Is it the conversations salespeople have with customers? Perhaps it’s nested in the thousands of comments customers provide in surveys? Or maybe it’s from all the RFPs you receive that signal evolving market requirements. Having a hard time answering this question? Me too.
Truth be told, the companies that are best at listening to their customers don’t rely on a single source. They leverage multiple listening posts to understand customer needs deeply. That doesn’t mean just because you’re deploying multiple surveys that you can check customer listening off your list. No, too many companies find themselves in situations where they are overburdening customers with requests for feedback because there is no centralized architecture to rationalize when, who and how they seek the customer's perspective.