Why is the customer’s voice so important?
First of all, you want to keep them as your customer. Secondly the customer has become your unpaid sales staff. It is called word of mouth. Happy customers will recommend you to others, and consumers tend to listen to their friends (especially millennials).
Lastly the customer is a testing ground for your products and services by providing feedback on new offerings. You don’t want to believe that you are conducting tests on your customers but that is exactly what happens. Customer feedback is necessary for continual improvement, and continual improvement is necessary to keep pace with your competitors.
All the information we gather about our customer’s experiences is important when it comes to improvements, reputation and ultimately, the bottom line.