An ‘outside-in’ view of client listening will drive revenue, says Paul Roberts.
Your best client just moved a major project to a competitor. When you call to ask why, they say everything’s fine, the decision was just ‘timing’ or ‘political’. Later you learn they’ve been frustrated for months.
Most firms believe they listen well. Some clients agree. Many can’t recall ever being asked. This is the cost of listening inside-out and treating client listening as a research project rather than a revenue engine.
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