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Customer Deafness

Customer deafness is the first challenge of creating a Culture of Clarity.

In the most recent post, it was shared that a Culture of Clarity requires an organization to instill curiosity, discovery, and honesty to achieve Customer Clarity, Competition Clarity, and Company (or Brand) Clarity respectively.

Let’s address the first of these three elements in this post – curiosity, as a path to Customer Clarity.

The First Challenge to Creating a Culture of Clarity

The first challenge of creating a Culture of Clarity is Customer Deafness. To “hear no evil” from the Japanese axiom, the three wise monkeys, means that the company employees are open to hearing the truth about the customer and what they expect the company to deliver for them with products and services to meet their needs.

A company that is deaf to the customer is lost and may never find its way. For example, a company’s employees might be working on perceived urgent deadlines that prioritize achieving immediate results rather than working on the truly important activities such as listening to the customer that could have a positive impact for years.

Addressing Customer Deafness calls into question pre-existing assumptions about the customer. Challenging assumptions is exactly what is needed to overcome Customer Deafness. An “ignorance is bliss” approach is not a path to success. How does a company overcome Customer Deafness? By deep customer listening.

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