Ask most customers what they want and they will tell you their requirements. What they will NOT tell you is what they really don’t get from you. Past experience would suggest that much of this is in the soft skills area – ‘you never call, you never phone, you never think about me!’ – It is a lot cheaper to keep hold of an existing customer than finding a new customer.
Third party questioning of your customer base will yield some nugget of information to build a customer strategy for your team to implement – it’s all about customer love!