Great quote on listening to customers from Paul Hagan at 1 to 1 Media. Its a little dense, but worth sinking your teeth into:
Think of customer experience efforts as a continuous improvement effort, not a metric to achieve. A customer listening program shouldn’t be a goal unto itself to help a firm benchmark against competition or achieve some score. Rather, it’s a set of signals that can either point to areas of dysfunction or of excellence in the ecosystem that delivers the experiences that customers have. Firms that excel at customer experience make a discipline out of digging deeper around these signals to understand the root cause (wherever it exists) and create a governance mechanism to drive actions across the company. In the case of dysfunction, the signals can point to poor processes, miscommunications, misguided policies, or in this case selling to the wrong kinds of customers. In the case of excellence, the signals represent opportunities to replicate activities that drive value–sometimes done by employees who don’t even realize what they’re doing is exceptional because they do it naturally or that the company doesn’t realize is important to customers.