We are focused on our customers. We are making the transition to understanding the goals and needs from their perspective. We have put together a “voice of the customer” initiative. We are beginning to see some trends.

We may be using a variety of ways of getting the feedback, probably all multiple-choice questions, to hear what is important. We can quantify what is working and not working, from the perspective of the customer. We see the numbers.

It is also important to get unstructured feedback. Some surveys and phone calls should only approach it in an unstructured format.

Senior executives should call customers every week to hear how things are going. Again, an unstructured approach.

All of this becomes very actionable. Particularly the unstructured answers. That is how we can continuously improve.