“How important is the voice of the customer? Very. But discerning the difference between what customers are able to say and what they want, and then acting on those unspoken desires, demands that companies learn to go well beyond listening.”
Dorothy Leonard, speaking of the importance of focusing on observation and desired outcomes rather than specific customer-proposed solutions, in “The Limitations of Listening,” Harvard Business Review, January 2002.
posted by Ted Boren
on Tuesday, Jun 02, 2009
tagged with
observation,
innovation,
customers
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